Pixel Artworks launches mixed-reality AR experience for butterfly conservation
WebAR Case Study
Project Overview
With over half of all butterfly species on the global endangered list, Pixel Artworks teamed up with Aircards, Unreal Game Engine, and Outernet London to create “The Butterfly Trail'', a mixed reality initiative aimed at raising awareness and reinvigorating efforts to conserve natural habitats. This groundbreaking experience introduced numerous world-first mixed-reality features, extending immersive design to a broader audience.
Visitors
AR Game Plays
Social Views
It’s wonderous to think you can step into nature in the heart of London and hold butterflies in your hand! Launching The Butterfly Trail at Outernet, one of the UK’s most visited attractions, with such innovative experiential technology helps us break creative boundaries with audiences looking for new, exciting immersive experiences. This is the next generation of experiential entertainment, demonstrating the potential of AR when seamlessly integrated with imagined, immersive worlds - elevating our everyday experiences to new heights.
Tom Burch, Managing Director at Pixel Artworks
The Experience
The first part of the experience began with a skills-based slingshot game, ‘Metamorphosis Machine’, that immersed the audience with a blend of rendered and real-time animated content upon scanning a QR code. Utilizing their smartphones, the audience could activate the Metamorphosis machine that enabled them to initiate real-time animations showcased on the screens.
The second part of the experience enabled the audience to activate via QR code and interact with virtual butterflies at the palm of their hands, using a WebAR hand-tracking feature. As the feature enabled on-device image and video capturing capabilities, the audience could seamlessly download and share their experiences online.
Results
During its first month, The Butterfly Trail attracted over 653,000 visitors, with over 56,000 actively engaging with the AR game and an average dwell time of over 2 minutes. Adding to its success, the experience generated over 28 million views on Instagram and TikTok alone. *
*Source: Metalitix and Briefcam. Statistics from the first 30 days after launch.
About the Agency
Pixel Artworks - Established in 2005, global immersive experience studio Pixel Artworks has pioneered the use of light and pixel technology to develop magical and measurable shared experiences for the world’s largest retailers, brands, and entertainment venues. The epic, immersive artworks offer the unique opportunity for physical and digital interaction together - creating unforgettable memories and building hugely valuable, long-lasting emotional connections with people.
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