Delivering Marketing Strategies with Augmented Reality

Together with Fuji Xerox (Hong Kong), City of Dreams Macau has created a series of augmented reality (AR) postcards to publicise the world’s largest water extravaganza – “the House of Dancing Water”. With the AR technology, it allows customers to view exciting snippets of the show by just scanning the postcards with their smartphones anytime, anywhere. Discover how AR introduces a new dimension to enhance marketing and customer experience in this video.

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The House of Dancing Water is the largest and most spectacular water-based extravaganza in the world. Personally created and directed by the world’s greatest show maker Franco Dragone with a production budget of over US$250 million, this dazzling water show is staged at a state-of-the-art theater at the City of Dreams complex in Macau. The action-packed performance is 90 minutes of breathtaking acrobatics, stunts, high dives and colourful water jets, featuring over 80 gymnasts, cyclists, dancers, actors and divers.

  • The Challenge

    City of Dreams planned to attract more visitors to the souvenir shop, as well as to improve its retail sales, particularly for its postcards. The impact is two-fold: increasing souvenir sales will not only increase direct income, but also generate publicity for The House of Dancing Water.

  • The Solution

    Collaborating with City of Dreams Macau, Fuji Xerox developed a set of AR postcards, an interactive AR mobile app and an exhibition kiosk to draw attention to the AR postcards and other souvenirs at The House of Dancing Water store. This AR app provides a live view of the real-world environment within The House of Dancing Water, offering customers a deeper sense of interactivity and engagement. It also encourages audience who have attended the performance to share their positive reviews. By offering a glimpse into its breathtaking theatrics the app is able to drum up anticipation and excitement for those who have yet to watch the show. Designed for both iOS and Android, the AR app includes:

    • Editions of short AR video clips
    • An AR Tracker
    • 12 redesigned and ready-to-share postcards
    • Ticketing capabilities

  • The Result

    This marketing strategy has encouraged social sharing and nurtured word-of-mouth promotion. Moreover, there was a significant increase in after-show sales, with physical postcard sales increasing by impressive numbers. Due to on-site consumer engagement, social media shares soared, while overall physical souvenir sales saw a vast improvement.

    • Significantly-increased postcard sales
    • Enhanced customer interaction and engagement at the postcard exhibition kiosk
    • The successful case study was shared on multiple social media platforms

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