Zappar is the world’s leading augmented reality platform and creative studio for mobile and web apps. Since 2011, Zappar’s mission has been to democratise AR and get it into the hands and lives of as many people as possible.

London, United Kingdom
Founded: 2011
Staff: 70


AR and VR technologies
Technical Consultancy
Platform Development
Software as a Service


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How LEGOLAND® increased park dwell time with AR

by Grace Vassallo

We worked with LEGOLAND® Windsor to bring the compelling narrative of their brand new IP LEGO® MYTHICA to life using AR. Utilizing the LEGOLAND® Windsor Resort native app to help visitors immerse themselves in this incredible new world and introduce them to the backstory, mythical creatures and enchanting realms.

The brief

2021 saw LEGOLAND® Windsor Resort build and execute not only a whole new area of the park, but look to find ways to rethink and innovate the guest experience. At the heart of their new IP was the central idea of two worlds linked together - the real world we inhabit and the hidden realm of LEGO® MYTHICA.

LEGOLAND® came to Zappar with the challenge of bringing this new brand proposition to life in a way that created meaningful and enduring engagement that extended beyond the time guests spent in the park. Zappar’s Creative Studio team worked with LEGOLAND® to blend the digital worlds with real-world features at LEGOLAND® Resorts.

AR solution

A big problem facing theme parks and other attractions has been creating a feeling of immersion, combining the physical and digital worlds, without placing visitors in front of a TV screen.

We created a series of AR experiences accessed exclusively from the official LEGOLAND app where they were given different opportunities to engage with the mythical world: take selfies and videos with the creatures, collect digital cards about the characters and learn more about their backstory.At the heart of the always-on activation was the central idea of two worlds linked together via a succession of world-tracked portals designed to blend the virtual with the physical LEGOLAND® Resorts creating a carefully curated physical and virtual journey. The experience is designed to start before a guest arrives at the park. Guests are encouraged to download the app before leaving the house, engaging with a series of AR portals.
The experiences within LEGOLAND® Windsor Resort itself are activated off custom branded codes attached to large scale LEGO® statues that when scanned reveal their real-world characters in AR brought dramatically to life through a vortex.
Guests can also receive collectible AR ‘POP Badges’ to scan and take home with them, featuring exclusive LEGO® MYTHICA designs that open spy holes into the realm featuring Maximus the Sky Lion and also the Baby Lava Dragons.

Project outcomes

The use of AR and spatial storytelling brings the core narrative of LEGO® MYTHICA and the bridge between these two worlds to life seamlessly and in dramatic fashion to enhance the guest experience.

The results since launch have shown just how powerful this has been:

1. Guests spend on average over 2 mins 30 seconds engaging with each individual statue and AR portal experience.

2. AR activity extends the user journey and time spent with the IP both before and after closing time at the Park through the portals, photo feature and POP badges.

3. In total, from launch in May 2021 up until the start of September 2021, LEGOLAND® Windsor guests have spent the equivalent of 114 days and 12 hours interacting with the AR experience in the app exploring the digital realm.

4. The campaign won a Blooploop Innovation bronze award being highly commended by the judges. The Blooloop Awards scheme is an annual scheme that celebrates and highlights outstanding innovation in the visitor attractions business.

“The greatest test of strategy is the execution, and we’ve had so many positive consumer responses”

~Ash Tailor, VP, Global Brand & Marketing, LEGOLAND

Want to boost and extend engagement for your event or attraction? Our in-house team of AR creatives can help, get in touch today to have a chat with us.


Theme park
AR experience


LEGOLAND Windsor Resort