At the heart of the takeover was a world first aerial Walk of Fame with decorative hanging stars adorning the busy streets surrounding Leicester Square and Piccadilly Circus.
Eight of the stars were brought to life in augmented reality. By holding their devices up to QR codes, to launch the webAR experience, fans saw a range of immersive experiences. Users were able to watch the video trailers for each show on their mobile device.
On top of this, Leicester Square Gardens became Leicester SquarePants as part of the takeover as SpongeBob’s pineapple house landed in the West End. Users were transported to an augmented reality underwater world where they were surrounded by bubbles and jellyfish as well as their favourite characters from SpongeBob’s Kamp Koral. They could take an immersive photo of their friends in the scene and then share it on social media.