Jurassic world header graphic

NBC Universal Jurassic world

December 2022

How NBC Universal used AR to promote the launch of the new Jurassic World film

To promote the launch of the new Jurassic World film Zappar Creative Studio designed and developed a flexible AR experience that could be run and customized across multiple retailers in global markets. Bringing dinosaurs to life in AR and enabling consumers to create their own Jurassic World.


Strategy Consultation, Creative Concepting, Design, Development, Technology Platform, Optimisation


UI/UX flow, 3D modeling, AR Development, QA testing, Hosting, Analytics

Deployment Method

WebAR, QR code

The brief

NBC Universal, the world’s leading media and entertainment companies, came to us needing a flexible and engaging retail campaign to harness the excitement around Jurassic World Dominion’s movie release in order to help secure more prominent space at retail and drive sales of their consumer products (toy merchandise). 


Secure additional promotion support at key retailers during the sell-in negotiations.

Increase sales

To increase the sales of the Jurassic World products and promote the launch of the Jurassic World film.


To launch effectively across multiple retailers and markets.


To create an engaging experience for both the retail and home environments


To inspire creativity and imagination.

AR solution

Designed to be launched across multiple retailers and markets, Zappar Creative Studio created a modular experience, this allowed retailers that picked up the experience the flexibility to customize it in the way most suitable for their store.

Jurassic experience

Making the experience adaptable allowed it to feel unique from store to store which proved to be a success amongst customers. This included branding, with every individual retailer having their logo appear on the introduction screen and social pictures. Retailers could also customize the flow of their experience depending on the size of their store.

This experience was deployed via WebAR removing the barrier to entry for customers as well as making the transition from the in store experience to at home experience seamless.

The base of the Jurassic World Dominion A.R. experience was made up of:

Jurassic world phone mockup

3D Dinosaurs

6 3D Jurassic World Dominion Dinosaurs to place in your world

Jurassic world phone mockup

3D Scenes

4 different Jurassic World Dominion 3D scenes to also place in your world

Jurassic world phone mockup


6 variations of Jurassic World Dominion dioramas to create


Some retailers had access to exclusive dinosaurs


The option to unlock all 4 scenes via just 1 QR code

Repeat value

The option to unlock a new scene each week

Treasure hunt

The option to unlock the scenes in a treasure hunt around the store or on e-commerce sites.

Jurassic world experience example

The AR experience allowed retailers to create an instore treasure hunt with up to 4 markers around the store. Encouraging customers to walk around the store searching for the different markers, ensuring in store dwell time and exposure to a range of products. Once customers have completed the treasure hunt the ‘Build Your Own’ level is unlocked and they get the chance to build their own Jurassic World scene, with the different environments they collected in the treasure hunt.

Jurassic world experience example

The ‘Build Your Own’ scene offered digital landscapes that reflected the scenes from the movie including City, Market, Forrest, Snow and from there customers could create a static diorama drawing from beautiful pre-prepared assets such as dinosaurs, trees, architectural assets, vehicles etc that bring the scene to life. They could also choose from 7 different animated 3D dinosaur models that can be swapped into select environments. At the end of the experience, users would be able to capture their creations by snapping a photo. Multiple callouts to the film trailer and the Jurassic live app were also included.

Jurassic world experience example

If retailers did not have space for multiple activation points they had the option of a single poster that launched the ‘Build Your Own’ scene experience.

To allow for long tail interaction the experience was accessible at home as well as in store. The at home experience included the retailer branding and customers were able to pause their ‘Build Your Own’ experience and continue creating or start a whole new one at home. As this is a world-tracked experience, customers can launch the experience and place the digital content on the floor or table in their real world environment.

Project Outcomes

The experience was picked up by over 30 retailers across 22 markets and exceeded expectations, with sales teams reporting an uplift in incremental space secured (poster sites, windows and prominent product shelving). Zappar’s AR solution also boosted engagement with an average dwell time of over 5 minutes which resulted in increased retail sales.

Check out our other case studies

How KING'S HAWAIIAN® and Kona Brewing Co.® used AR to increase product awareness

November 2022

How we supercharged Countdown's customer loyalty

December 2021

How LEGOLAND® increased park dwell time with AR

November 2021