Two Screwball Scramble hologram activations, created in collaboration with Disturbed Media, reached over half a million consumers in October.

Tomy and Disturbed Media Group have joined forces to create an innovative 3D hologram experience taking the global toy brand’s best-selling game, Screwball Scramble, to new heights.

The experience spanned a sequence of activations at both Kings Cross Station and Westfield White City, using 8k ultra-HD 3D HyperGram technology which offers the future of OOH consumer entertainment and engagement. It provided consumers with a real life visualisation of Tomy’s best-selling maze style game which was brought to life thanks to the power of 3D technology, and floated in thin air.

The activations reached over half a million people (532,800), when they took place over two weekends in October.

With AI technology and facial scanning embedded in the activation, it was also revealed that around a quarter of a million passersby (246,700) interacted with the activation using their smartphones to learn more about the experience and the Screwball Scramble game.

Natalie Frow, Brand manager at Tomy, said: “As a leading toy brand, we’re always looking for innovative ways to engage with our audiences and advances in technology are giving us new means to connect with consumers. At a time where consumers have more choice than ever before, offering these unique experiences allows us to make a lasting impact with our target markets which will be remembered.”

Tomy’s 3D hologram experience took place at Kings Cross Station from 13th -14th October, and at Westfield White City on 27th-28th October 2023.