British Land launched one of the UK’s largest-ever augmented reality games in retail property. Freezy’s Christmas Adventure is being rolled out at 21 local and regional centres across the company’s multi-let retail portfolio. The app-based children’s game, which is downloaded onto mobile devices, encourages families to follow a five-step virtual present hunt, helping snowman Freezy overcome obstacles and gather gifts for Santa.

The campaign runs until Christmas Eve and is designed to drive footfall, dwell time and brand loyalty as well as increase sales for occupiers. British Land head of business development Ben Dimson says consumers want places where they can shop, eat and be entertained. “We put our customers at the heart of our offer and Freezy’s Christmas Adventure will give families visiting our centres a fun and memorable experience. Our scale enables us to invest in innovation and industrialise successful technologies across the business.”

The game is the first of a four-campaign partnership between British Land and augmented virtual reality specialist Harmony Studios.