The simple joy of riding a roller coaster returned after more than a year of coronavirus closures as Le Jardin d’Acclimatation reopened in June 2021. The Jardin d'Acclimatation unveiled its first augmented reality experiences around its attractions developed by Snapchat and Atomic Digital Design.
11 immersive lenses to create an unforgettable park experience
Augmented reality enabled the creation of immersive experiences for visitors to this theme park. In total, 11 immersive experiences were offered to visitors of the Jardin d'Acclimatation when it reopened last year, with the idea of enriching the visit with unforgettable experiences and making visitors want to share them with their loved ones.
The challenge: How to keep on surprising visitors by embracing digital transformation?
To reopen its doors on June 9 2021, The Jardin d’Acclimatation wanted to offer its visitors a new and different park by diversifying and intensifying the experience they offer. There was an intention to surprise them by being more modern and more digital but also give them the opportunity to experience the attraction digitally while waiting in line and bring it back home when they leave the park. The challenge was to use AR technology to trigger delight by bringing playful moments inside and outside of the park. The target audience was essentially families. By introducing augmented reality to the park, the management wanted to send a clear message: fantastical play is not limited to physical spaces.
Our approach: Adopting interactive engagement strategies to bring AR into the real world
Visitors to The Jardin d’Acclimatation were invited to explore a series of physical and digital experiences that celebrate the park’s theme of exploration. The activation brings to life some of the park’s iconic attractions. The experience is anchored in 11 attractions and is leveraging Snap’s world-leading AR technology to overlay interactive experiences for the park’s visitors. The AR activations created new ways for people to combine what they see in the real world with all that’s available to them in the digital world.
Thousands of visitors came to the park's re-opening. The average usage time was 42 seconds, compared to 10 to 15 seconds for other content on the Snapchat app. With this experience, we helped The Jardin d'Acclimatation to continue to reinvent themselves and stand the test of time by triggering fantastical play beyond the limits of physical spaces.