Last year, we partnered with Cadillac Fairview to create the Magic Gift Workshop, a unique holiday experience where guests could get their gifts magically wrapped by the Tufties. This year, we wanted to move from a local digital activation to a national digital ecosystem, and turn the entire mall into a digital playground. We first introduced Canada to the Tufties with a short animated film, shown in theatres nationwide, that drove shoppers to the mall. There, they discovered an enhanced Magic Gift Workshop featuring new interactive play zones, an in-mall Augmented Reality treasure hunt game that families could play as they shopped, and an AR colouring book that was distributed to families waiting in line for Santa, so they could play while they waited. A great campaign that delivered great results: the malls that featured the Magic Gift Workshop saw an average return on investment of 65.5%, as well as a 14% increase in traffic. The campaign generated more than 25 million impressions, people played with the app for nearly 100,000 minutes while on-site, and the Tufties film received 1.5 million views. All this, in only five weeks!