Westfield, one of the country’s most prestigious shopping mall franchises, knew that to resonate with modern shoppers, they had to break away from holiday clichés. They enlisted our help to create a promotion to engage the new generation of digital-savvy shoppers and get them to stop for a second of fun amidst their hectic shopping schedule.

We came up with Westfield LOLiday Cards, a mobile augmented reality app that placed shoppers in the middle of 15 hilariously unexpected scenes that turned holiday clichés on their heads. Shoppers might find themselves holding a burning ham, starring in a Santa Trap infomercial, kissing an elf or starring in a Holla Daze rap album.Shoppers just needed to download our free app on iPhone or Android, and activate the AR scenes by pointing their phone at any of the three backdrops found at Westfield malls.

The program successfully broke through, as over 11,000 people downloaded the app and created more than 47,000 LOLiday Cards. 18,000 cards were shared, and more than 1,200 people became Westfield fans on Facebook over the 2011 holiday season. The app increased foot traffic in the mall, and gave shoppers a genuine LOL in the midst of all the ho ho ho.

The idea of LOLiday Cards began with the desire to put shoppers into unexpected situations. To do that, we created 15 humorous scenes that turned the holidays on their heads, from a burning ham, to a holiday hoedown, and kissing a hunky shirtless Santa. The scenes were brought to life as a mobile app, using augmented reality to immerse shoppers into the scenes. The images were saved to the user’s phone, making LOLiday Cards easy to share.

The program successfully broke through with shoppers, as over 11,000 people downloaded the app and created more than 47,000 LOLiday Cards. 18,000 cards were shared on email, Facebook and Twitter, and more than 1,200 people became Westfield fans on Facebook over the 2011 holiday season.