In 2019, the Leeds Jurassic Trail launched with 5 life-size dinosaurs in 5 of the city’s key retail destinations. It was a huge success, with more than 100,000 trail maps handed out. However, when the 2020 event was cancelled due to the coronavirus, we knew that we had to do something bigger, better and even more roarsome in 2021. To build hype and excitement for Leeds Jurassic Trail 2, we decided that we needed a prequel to the sequel of Leeds Jurassic Trail!
We were challenged by LeedsBID to create an engaging attraction that encouraged the safe return of shoppers and visitors to the city. The event would need to be innovative, family-friendly and a free way of having something fun to do whilst avoiding the need to stay in one place. A contactless event would mean that we could safely attract people back into the city and stimulate the economy across a number of sectors.
With the summer Leeds Jurassic Trail already in the works as being the UK’s biggest free animatronic dinosaur display, we knew we had to generate excitement. We came up with the idea of the ‘Dinosaur Egg Hunt’, one of the biggest collaborations between shopping centres in the UK.
The dinosaur eggs – some as tall as two metres – were placed across city centre on Briggate, at the Corn Exchange, Kirkgate Market, Leeds Rail Station, the Merrion Centre, St John’s Centre, The Core, The Light, Trinity Leeds, Victoria Leeds and the Victoria Quarter.
To support the egg installations, we created our first-ever augmented reality app! Egg-hunters could download the free AR app and, at each location, users would find AR marker signs, which they could scan to reveal a 3D AR dinosaur in the world around them. The dinosaur would represent which full-size beast would be located where across the city in the summer Leeds Jurassic Trail. Visitors could take fun selfies with the dinosaurs and share photos on social. Banana Kick managed all aspects of the event from the creative/brand development, app development, website management and social campaign to the logistics, installs and event management.
The event was a huge success and created excitement and awareness for the main summer event, whilst being covid safe. The app was downloaded over 2k times, with over 200 people completing the entire trail and discovering all 13 dinosaurs.
Plus, we launched the Jurassic Store! Situated in Trinity Leeds, the shop was packed full of dinosaur merchandise and also had an in-store T-Rex ride and a cracked egg photo opportunity.
Supported by a full reskin of the Leeds Jurassic Trail website and a social campaign, we obtained a reach of over 300k on Facebook, gaining 920 followers, and 10k visits to the website. Coverage of the event was on LeedsLive, Yorkshire Evening Post, Leeds List, Visit Leeds and Welcome to Leeds, to name a few! We also had advertising across multiple websites, a branded van and a huge advert in Leeds Train Station!