Abu Dhabi uses world's largest augmented reality screen to promote UAE

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Aden - Yasmine El Tohamy - YOU'RE INVITED: The World's fastest rollercoaster was among the offerings that were promoted on London's Piccadilly Lights.

Aside from breaking a world record, the screen was designed to allow passers-by to play a starring role in the experience.

Abu Dhabi used the world's 'largest augmented reality (AR) screen' to promote the UAE capital as a world-leading holiday destination. The Department of Culture and Tourism - Abu Dhabi (DCT - Abu Dhabi) bagged a Guinness World Record after its marketing campaign utilised the famous 40-foot digital billboard known as Piccadilly Lights in the heart of London and transformed it into an interactive AR experience.

Ali Al Shaiba, acting executive director of tourism and marketing, said: "The world-record-breaking AR experience took over Piccadilly Lights for two weeks, showcasing the UAE capital's most famous landmarks in a pioneering way. When conceptualising the campaign, we knew we wanted to do more than just bring Abu Dhabi's famous sights to life at one of London's most iconic landmarks."

Aside from breaking a world record, the screen was designed to allow passers-by to play a starring role in the experience. Al Shaiba said: "By standing near the fountain in the square, people are captured by the hi-tech, on-site audience camera, transporting them to some of Abu Dhabi's most famous attractions - think family-friendly indoor theme park Ferrari World Abu Dhabi, wildlife haven Sir Bani Yas Island, and the stunning Sheikh Zayed Grand Mosque - on the screen. Each one of the capital's landmarks has been brought vividly to life in London using innovative 3D AR overlays."

The interactive activation played at 10 minutes to the hour, every hour, for two weeks until December 8. The campaign also offered people a chance to win a trip to Abu Dhabi with Etihad Holidays.

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