Merging Play and Place with Augmented Reality
Summary
Tampa Bay isn’t the kind of city you just look at—it’s one you dive into. So when Visit Tampa Bay wanted to blend tech with that signature waterfront energy, Madden built an AR experience that did more than entertain—it invited people to play. Through bold design, interactive storytelling, and a few well-placed surprises, we turned screens into scenes and passersby into participants. Because in Tampa Bay, even augmented reality comes with sunshine.
Client
Visit Tampa Bay
Scope
Experiential
Campaign Title
AR Experience Activation
Results
1.1M+
attendees in Philadelphia, Chicago and Brooklyn
214%
increase in web traffic
1M+
combined influencer and partner social reach
15+
articles secured
Meet Them Where They Scroll.
We zeroed in on Chicago, NYC, and Philly—three cold-weather markets with high interest in sunny getaways and direct flights to Tampa Bay. Then we brought the warmth to them—literally. AppleFest (Chicago). Brooklyn Flea (NYC). and East Market (Philly). High-traffic spots where people were already out and looking for something to feel. And to crank up the buzz? We invited media, influencers, and storytellers to get the first look. Spoiler: they came, they posted, and they helped turn a branded container into the hottest escape of the season.
Three Rooms. All the Feels.
This wasn’t a pop-up—it was a full-sensory experience. We created a choose-your-own-adventure with projection mapping, ambient sound, textured floors, and a custom scent: “Tampa Bay Sunrise.” Every step activated a sense—and sparked emotion.
Outside, QR codes triggered animated roosters (hello, Ybor), a digital key to enter, and social filters that turned curiosity into content. Inside, each room had its own story:
– Room 1: Coasters, coral reefs, and AR sea turtles you could summon mid-scroll.
– Room 2: A reimagined Riverwalk—rippling floors and a 360° selfie in the Florida sun.
– Room 3: Ybor after dark—Latin beats, glowing lamps, and a ceiling mirror made for the perfect “had to be there” shot.
When Tech Meets Truth, People Move
We stopped telling people about Tampa Bay and let them feel it instead. This activation turned passive awareness into active desire. It took a container and turned it into a conduit for emotion. And it proved that when you mix storytelling with tech, and wrap it all in cultural authenticity, you don’t just move people—you move them somewhere real.
