Fantasmapod VR Tour

The Fantasmapod complimentary virtual reality experience arrived at The Malls & The Marlowes centres this summer with the objective of increasing footfall, raising awareness + driving sign-ups for Kids Club and collecting customer data.

It was a successful campaign with almost 4000 customer demos, and high levels of engagement seen throughout. The interactive game took place throughout a 6-week period and involved guests wearing a VR headset and entering a pod-like structure, with various enjoyable fictional scenarios being played out, providing a fun and thrilling experience. The strong performance and the need for an immersive digital offering has led to campaigns such as the VR tour becoming a consistent part Capital & Regionals marketing strategy.


Connecting communities

The tour was part of our commitment to offer an immersive digital experience to guests that will generate interest within the centres and increase footfall, while adding a unique attraction point in each centre for the communities to enjoy. Being able to promote Kid’s Club and capturing customer data via the VR headset competition meant the tour had not only community benefits but also considerable commercial value.  

The tour was very positive in terms of driving footfall to our centre and engaging guests of varying ages in a fun, immersive and innovative way. It was very well received and everybody enjoyed themselves which was great to see. 

Roy Greening - General Manager of The Mall Luton

Positive numbers

The activity generated high levels of interest with nearly 4000 guests taking part over the 6 week period, with considerable queues lining up to take part during the busiest times. Guests were also given the option to sign up for Kid’s Club at the same time and the opportunity to win their own VR headset by entering a competition, which also received 1610 entries. The tour was received very well from all guests, both in the lead up to the event on social media and by happy guests in centre who couldn’t believe such an interactive experience was free of charge at their local centre.

Key Stats

  • Total customer demos


  • Total competition entries


  • Kids club sign ups



The VR tour is exactly the kind of immersive experience that Capital & Regional are looking to introduce into our communities in order to drive footfall and increase engagement. With almost 4000 demos during the running period, money raised for charity, data collected through the competition and awareness raised for the Kids Club, it was a very successful campaign and one we will be looking to replicate in the future.