HelloU Creative brought innovation, imagination, and measurable engagement to the Hull & Humber Top 30 Under 30 Celebration Evening with Be Your Wicked Selfie , a bespoke Wizard of Oz–inspired Augmented Reality activation designed to transform guests from attendees into active participants
The objective
The brief was clear: elevate the event experience while reinforcing the Skills Bootcamps message, encourage social sharing, and create a memorable moment aligned with the theme, “There’s No Place Like Skills Bootcamp.”
Rather than adding another passive brand touchpoint, the goal was to create something interactive, meaningful, and frictionless. In short, an experience that reflected ambition, growth, and personality.
The solution: AR with purpose
HelloU developed five interactive AR face filters, each inspired by a Wizard of Oz character and paired with a core professional trait:
- Twisted Mind (Scarecrow) – Curiosity and self-belief
- Haunted Heart (Tin Man) – Empathy and purpose
- Fearless Soul (Lion) – Courage and resilience
- Big Dreamer (Dorothy & Glinda) – Vision and ambition
- Wicked Leaders (Wicked Witch) – Creative, confident leadership
Guests accessed the experience instantly via QR codes displayed on A5 event flyers, eliminating queues or hardware barriers. Within seconds, they could scan, snap, and share their personalised “Wicked Selfie” directly to social media.
The AR activation blended storytelling with self-reflection, inviting guests to connect their personality to a character archetype while reinforcing the event’s central message around growth and opportunity.
Why AR?
Augmented Reality was selected for engagement and impact:
- No app download required
- Instant smartphone access
- Built-in share behaviour
- Scalable across the entire audience simultaneously
- No physical footprint constraints
Unlike traditional photo booths or static installations, the experience extended beyond the room, turning personal moments into branded digital content.
Execution at the event
To maximise uptake, HelloU designed bold A5 print collateral that clearly signposted the call to action. Dedicated QR codes for each character removed friction and ensured the activation was visible, accessible, and intuitive.
The printed touchpoint acted as the bridge between the physical environment and the digital layer, anchoring the AR experience within the space while driving online engagement.
The results
Across the evening, the five filters generated over 300 views, with guests sharing their creations across Instagram and Facebook. The activation sparked conversation, repeat interaction, and organic amplification of the event brand.
Feedback highlighted ease of use, visual appeal, and the way the experience balanced fun with reflection:
“Easy to use, visually delightful, and just the right touch of magic for the event.”
“It reminded me that learning doesn’t have to be serious all the time.”
The activation successfully extended engagement beyond the venue, reinforcing sponsor visibility and strengthening the event’s digital footprint.
The takeaway
Be Your Wicked Selfie demonstrated how AR can transform live events from passive celebrations into participatory brand moments. By combining storytelling, technology, and strategic design, HelloU Creative delivered an activation that was immersive, shareable, and commercially aligned.
For brands and event organisers looking to increase social amplification, modernise audience engagement, and create measurable interaction without heavy infrastructure, AR offers a scalable and low-friction solution.
About HelloU Creative
HelloU Creative is a Hull-based augmented reality and creative marketing studio that blends strategic thinking, immersive technology, and imaginative storytelling to help brands and organisations connect with audiences in meaningful ways. Their work spans interactive AR campaigns, digital content, and community-focused creative initiatives that spark engagement and drive impact.
Dave MatherHead of Marketing