Singapore Zoo is one of the must-see attractions for visitors to the island-city, and prides itself in being the “Best Rainforest Zoo in the World”. Spreading over 26 hectares of land, the zoo is divided into 11 ecological zones, with recreated habitats to house 2,800 different species of animals.
August 24, 2017
The Zoo has long been at the forefront of innovation, and is constantly looking for ways to improve the experience for visitors. Research showed that a large percentage of zoo visitors were already using their phones to complement their visit. Therefore, to leverage this mobile-led behaviour and create a unique, unforgettable and shareable experience Singapore Zoo introduced augmented reality.
Singapore Zoo partnered with Blippar to bring 16 dinosaurs back to life at the Zoorassic Park exhibit.
Signage along the Zoo-rassic Park discovery trail, that provides the visitor an immersive look at the prehistoric creatures, can be scanned with the Blippar app to unlock 3D dinosaurs visitors can interact with. The AR experience also provides entertaining and educational content ranging from fun facts about the dinosaurs to interactive games and quizzes.
A progress tracker built into the app tracks the visitor’s journey along the trail, and aids their navigation. The blipp even has a shareable feature - selfie frames with dinosaurs that can be shared with friends and family via social media platforms to encourage others to visit the zoo.
“As a technology partner, Blippar was able to provide an agile solution that made it possible for us to launch a campaign of this scale and complexity with ease,” says Danny Tan, Assistant Vice President, Mandai Park Development. “In addition, the data we received from Blippar provided us valuable insights into the visitor behaviour at the Zoo, which will help us with our future marketing initiatives as well.”
The Blippar campaign has thus far seen unprecedented levels of interaction and engagement from visitors to the exhibit. All the visitors that scanned signage along the discovery trail scanned it 9 times each on average, and spent an average of 4 minutes 12 seconds within the AR experience. The Zoorassic Park exhibition launched in December 2016 and will run until November 2017.
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