The augmented reality Halloween Hunt feature, which can be accessed by downloading the centre’s Reward Me app, will lead smartphone users on a virtual trail on which they will encounter various Halloween characters lurking in the shopping centre.
Ramon Otten, Australia Fair general manager, said the initiative was aimed at fostering engagement with the community.
“It blends the latest digital craze with the rising popularity and acceptability in Australia of Halloween and its Trick or Treating rituals,” Otten said.
“We are taking these trends to the next level by providing a safe environment for families to participate in Halloween festivities via the fascinating world of augmented reality,” he added.
“As with the Centre’s ongoing refurbishment, it’s part of our commitment to providing an ‘all new’ retail experience for our shoppers.”
The shopping centre is currently undergoing a major multi-million-dollar redevelopment in line with Southport’s re-emergence as the Gold Coast’s CBD.
Owner YFG Shopping Centres has recently announced that the revamp will extend significantly beyond the just-opened alfresco dining precinct, Australia Fair Metro, which fronts Scarborough and Young streets.
The next stage of renovations will include the unveiling of the new facade on Scarborough St, the entire refurbishment and expansion of Coles supermarket, and an upgrade of the ground floor from the Scarborough St entrance to the existing Tap and Grind Café.
Construction of the revamped Australia Fair is expected to be completed in mid-2017.
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