We partnered with Birmingham 2022 Games Partners to create a city centre trail featuring Perry, the mascot, as part of the ‘proud host city’ celebrations for the 2022 Commonwealth Games in Birmingham.

the challenge

The trail aimed to encourage residents and visitors to get active and explore Birmingham by finding 17 statues and eight digital installations of Perry.

the solution

Using On screen AR technology, the trail encouraged participants to interact with the screen for 2-5 seconds to activate Perry, promoting exercise and donations to Comic Relief through a QR code on the screen. A DeepScreen® animation of Perry on the large format screen, New Street, served as the trail’s finishing point. Perry congratulated participants and welcomed visitors to the Games with a confetti animation.