The Style Outlets · Gamification, AR, Phygital, MR, App, WebAR
The Style Outlets: how we boosted interaction and dwell time in shopping centres
Gamification and Augmented Reality: the perfect combination to drive in-store traffic.
Project: SuperThursday AR Experience
Location: Spain and the Netherlands
Shopping centres: Amsterdam · Alegra · Nassica · Coruña · Viladecans · Las Rozas
The challenge
The Style Outlets wanted to transform its monthly SuperThursday discount campaign into a more interactive and innovative experience capable of:
- Increasing visitor engagement.
- Increasing dwell time in their centres
- Generating footfall towards specific shops.
- Strengthening the value of the Style Club loyalty programme.
At Visualife we designed a phygital experience based on gamification and Augmented Reality that turned a visit to each shopping centre into an interactive treasure hunt.
The solution
We created SuperThursday AR, an Augmented Reality treasure hunt inspired by Mr. Deal, the campaign’s lead character.
Visitors had to tour participating shops in Spain and the Netherlands, hunting for hidden characters through a mobile-first experience accessible from a smartphone, with no app download required.
The activation combined WebAR, interactive gamification and digital rewards to connect the physical shopping centre environment with an immersive, participatory experience.
How did it work?
- Users discovered the participating shops.
- They searched for the Mr. Deal characters inside the shopping centre.
- On finding each character, an Augmented Reality experience was activated.
- Players captured virtual coins.
- After completing the collection, they unlocked a final reward.
- Participants received Style Club points, incentivising loyalty and return visits.
“Engagement starts when the space stops feeling like advertising”
Final result
SuperThursday AR transformed a monthly promotion into an immersive experience capable of connecting the physical and digital worlds, driving in-store traffic and creating a memorable interaction with visitors.
Increased engagement
The collect-and-reward mechanic increased active participation and dwell time in the shopping centre.
Driving traffic to shops
Distributing characters across specific retailers pushed visitor flow towards participating stores.
Stronger campaign connection
The experience brought the SuperThursday universe into the physical environment in an innovative and memorable way.
An activation designed to increase engagement, participation and loyalty within the retail environment.
Fidelización. Integration with Style Club strengthened The Style Outlets’ loyalty ecosystem.
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