The biggest mall in the U.S. is aiming to drive traffic into its halls this December with an augmented reality scavenger hunt that gives players a chance to enter a shopping spree sweepstakes

During the holiday shopping season, brands experiment with a variety of different activations to engage customers and encourage foot traffic to their locations. Mall of America is looking to do so with an AR-enabled scavenger hunt for shoppers this holiday.

The hunt takes place throughout the entire shopping center. Players download the XenoPlay app and use it to lead them around different parts of the mall. Each AR experience tells part of a holiday story, and once they've visited all the different locations and completed the story, they can enter into a sweepstakes for a shopping spree around the mall.

The scavenger hunt was created by software company XenoHolographic. Helping to compete with the convenience of ecommerce, Mall of America is adding value to its store experience, offering a dynamic and interactive activation that encourages consumer discovery of its various retailers.

Mall of America

During the holiday shopping season, brands experiment with a variety of different activations to engage customers and encourage foot traffic to their locations. Mall of America is looking to do so with an AR-enabled scavenger hunt for shoppers this holiday.

The hunt takes place throughout the entire shopping center. Players download the XenoPlay app and use it to lead them around different parts of the mall. Each AR experience tells part of a holiday story, and once they've visited all the different locations and completed the story, they can enter into a sweepstakes for a shopping spree around the mall.