By Dr Naser Zamani

Introduction

The rapid and expansive growth of augmented reality (AR) trails and AR treasure hunts—in nearly every sector, from tourism and education to brand marketing and public engagement—along with continuous advancements in AR technology that have created new opportunities for AR trails, has inspired this blog. We aim to share this exciting trend with our audience and guide them on how to use AR trails or augmented reality scavenger hunts for their purposes.

When Pokémon Go was released in 2016, it didn’t just become a global sensation—it also marked a significant shift in how we engage with our surroundings through digital technology. By combining augmented reality with real-world exploration, Pokémon Go introduced millions of people to a new form of gaming that blurred the lines between the physical and digital realms. For the first time in history, video games didn’t just keep players indoors; they actively encouraged them to step outside and interact with their environments. Pokémon Go encouraged physical activity, social interaction, and a deeper sense of connection to the places people were exploring, making it one of the first major examples of using AR for cultural and historical exploration. This groundbreaking phenomenon sparked a surge of interest in AR, which continues to shape industries ranging from tourism and education to brand marketing and public engagement. Some experts argue that it was the first mainstream application of augmented reality to the masses. The extremely popular game broke numerous records, and it's likely that 99% of Pokémon Go users were experiencing AR for the first time. What began as a virtual treasure hunt for creatures has since evolved into a powerful tool for creating immersive experiences.

In the rest of this blog, we’ll explore how augmented reality treasure hunts, scavenger hunts, or AR trails—interactive journeys that enhance real-world spaces with digital content—are being used in various ways and for different purposes. We’ll also discuss the key factors to consider when designing and using AR trails, as well as the future of AR trails with advancements in AR and related technologies. If you'd like to read our blog on the success factors for AR trails, please click on "Key Factors to Consider When Designing and Using Augmented Reality Trails".

AR Trails for Tourism and Destination Marketing: Bringing Cities to Life

Augmented reality trails allow tourists to engage with their surroundings in a dynamic way—transforming landmarks, cultural sites, and urban environments into interactive and playful experiences. For instance, imagine visiting a famous theme park and using AR to bring iconic characters or scenes to life, allowing visitors to interact with virtual figures and unlock behind-the-scenes content. Visitors could scan different areas of the park to discover virtual mini-games or experience augmented shows, offering a more immersive experience than simply walking through the attractionS. Much like Pokémon Go’s location-based gameplay, AR trails can encourage exploration by gamifying the journey. For example, tourists could visit a renowned shopping district, scanning specific stores or landmarks to unlock exclusive discounts, virtual rewards, or clues to a city-wide treasure hunt. By adding these engaging, interactive elements, AR transforms a simple sightseeing trip into an exciting adventure, making it a much more captivating and memorable experience.

For example, in the video below, you can see how the "Dublin Discovery Trails AR App", part of their Smart Tourism programme, helps both locals and tourists experience places in new and exciting ways. The app features a variety of stories, using augmented reality to bring digital elements into the real world—a brilliant way to view things from a fresh perspective.

AR Trail for Brand Marketing and Activations: Engaging Audiences Through Immersive AR Experiences

Brands are increasingly using AR to engage and entertain consumers in fresh and memorable ways. Just as Pokémon Go used AR to direct players to local businesses by offering in-game rewards, brands can create AR-based treasure hunts and scavenger hunts, turning the world into a vast interactive billboard. By guiding customers on AR journeys, brands encourage engagement while making real-world interactions more meaningful. Imagine a fashion brand setting up an AR trail where participants follow clues to unlock exclusive items or discounts at specific locations. Such campaigns don’t just drive foot traffic; they forge an emotional connection with the brand, creating a journey that resonates with participants long after they’ve completed it.

CreativiTek has worked with several brands and shopping centres to develop augmented reality treasure hunts for brand activations. For example, in the video below, you can see how a shopping centre in NSW incorporated Christmas-themed AR animations into their holiday marketing campaign. The aim was to boost foot traffic, entertain shoppers, encourage longer visits, and spread festive cheer during the Christmas season. Click on "AR Christmas Scavenger Hunt at Warrawong Plaza" to read the case study on our website.

Another example is The HARIBO Happiness Hunt, an interactive augmented reality campaign where participants could find six iconic eggs hidden around their homes and gardens. All they needed was a phone or laptop and the right QR code to join in on the hunt. Click HERE to view a related YouTube video.

In the "Cadbury Worldwide Hide campaign", the brand used the treasure hunt concept to create a fun and engaging activation centred around Generosity, which is at the heart of Cadbury’s values. By combining augmented reality technology with the Google Maps interface, they encouraged their audience to hide an Easter egg for a loved one in a meaningful location and mark the spot on the map. Participants were also tasked with writing a clue to help their loved one find the egg. Once the clue was sent, the recipient could begin their search for the egg using the interactive map. This integration of AR and Google Maps allowed Cadbury to focus on delivering their core campaign message while providing an engaging user experience. Due to the success of the campaign, Easter 2024 marks the fourth consecutive year the brand is running it.

Festivals and Events: Enhancing Entertainment and Enjoyment with AR Scavenger Hunt

Augmented reality has revolutionised the way we experience events and festivals, adding layers of entertainment, engagement, and enjoyment. Imagine a major sporting event where fans use AR to access real-time stats, view behind-the-scenes content, or take part in interactive experiences tied to the game. Or picture a food and wine festival where AR trails guide visitors to various stands, offering digital menus, interactive tasting notes, or even special offers, all enhancing the overall event experience. 

By integrating AR treasure hunts into events, organisers can create a more immersive and dynamic atmosphere. AR trails not only boost entertainment value but also foster deeper interaction, enabling attendees to actively participate in the experience. Whether it's treasure hunts leading to exclusive festival merchandise or AR-guided tours revealing hidden details about a venue's history, the possibilities are endless. AR can elevate an ordinary event into an unforgettable journey, enhancing both enjoyment and entertainment, leaving participants with lasting memories and a deeper connection to the event. 

CreativiTek has created numerous augmented reality trails and AR treasure hunts for festivals and events. For example, our Christmas AR treasure hunts and Easter AR scavenger hunts have been used by clients across Australia. Some clients have incorporated CreativiTek’s animations into their event spaces or cities, while others have had us create custom AR animations. In some cases, we’ve combined both to create a unique AR experience that enhances emotional connections between users and locations or strengthens brand engagement through tailored AR activities. Click on "Augmented Reality Easter Egg Hunt" to learn more about our “AR Bunny and His Animal Friends” scavenger hunt activation. 

Click on "Redlands Coast AR Christmas Trail" to read the case study of the AR Christmas trail we created for Redland City, or watch the video below to see the augmented reality Christmas trail we developed for "Geelong City". Or click on “Maribyrnong AR Trail” to read the case study about our ongoing partnership with Maribyrnong City Council. In 2021, we developed a custom app (Mariality) for the council, and since then, we’ve continued to add new AR trails and experiences. The most recent addition was for the Christmas 2024 campaign.

Boosting Local Economies and Supporting Small Businesses with AR Trails

Augmented reality trails and treasure hunts have become powerful tools for economic development, providing local governments and councils with innovative ways to drive foot traffic, support the local economy, and enhance the visitor experience. A Statista report commissioned by Niantic revealed that in 2024, Pokémon GO Fest generated over $200 million across the three host cities: New York City, Madrid, and Sendai. By incorporating AR trails into community initiatives, local authorities can create dynamic, interactive experiences that encourage both residents and tourists to explore new areas, support local businesses, and spend more within their communities.

For example, councils have used AR trails to guide visitors through shopping precincts, leading them to specific businesses or hidden gems they might not have otherwise discovered. These AR experiences can offer special promotions, share engaging local history, or highlight unique products, ultimately boosting foot traffic and increasing sales at local shops. AR trails can also enhance local tourist attractions by turning landmarks or natural sites into immersive experiences. Visitors can use their phones or AR devices to uncover hidden stories, interact with virtual characters, or participate in gamified experiences that guide them to key points of interest. This not only boosts engagement but also encourages longer stays, which can lead to increased spending at local businesses. Additionally, AR plays a significant role in event-based tourism. Councils often incorporate AR treasure hunts or scavenger hunts during festivals, public events, or special celebrations. These experiences not only entertain but also help promote local businesses, guide tourists to key commercial areas, and boost spending within the region, ultimately supporting the local economy.

CreativiTek has partnered with many councils across Australia to achieve this. In one project, we worked with the City of Norwood Payneham & St Peters in Adelaide during the COVID-19 lockdown to engage local businesses and create safe, engaging holiday activities. This initiative not only enhanced community engagement but also boosted foot traffic, contributing to the region's economic development goals. Click on "City of Norwood Payneham & St Peters' Christmas Augmented Reality" to read the case study on our website.

AR Trails in Education and Community Engagement: Learning Through Playful Exploration

Whether in schools, parks, or museums, AR trails transform these spaces into interactive hubs of discovery. Imagine children exploring a local park, following an AR trail that teaches them about the plants and animals in their environment, while also educating and encouraging the next generation to conserve the environment. Museums can also use AR to bring exhibits to life, providing virtual guides that offer deeper insights into the artifacts on display.

AR trails also offer endless possibilities for "citizen science" projects, where participants can explore their surroundings and learn through interactive, simplified scientific AR experiences. They can also see how their contributions have impacted the field of science. Citizens can contribute data or share stories at specific geolocations during their exploration using AR applications, deepening their involvement and enriching the discovery process.

In one of our AR road safety education projects, funded by the ACT government and recognised with Australian Road Safety Awards, CreativiTek developed gamified AR learning experiences designed to engage parents and educate children in an immersive and interactive way. These experiences were delivered through various channels, including an AR trail at a shopping centre with high foot traffic during the school holidays. In the video below, you can see some of the augmented reality road safety learning experiences we produced and used in this project.

Children could explore the area, scan QR codes displayed on signs, and participate in a range of road safety activities. To add an extra layer of fun, dinosaurs were also placed around the shopping centre, enhancing the adventure. This innovative approach made learning about road safety fun, interactive, and memorable for kids.

AR Trails for Cultural, Historical, and Environmental Conservation: Preserving the Past and Protecting the Future

Augmented reality is not only revolutionising the tourism industry but also plays a significant role in both cultural, historical, and environmental conservation. AR trails provide a modern approach to preserving and sharing the rich heritage of our cities, landmarks, historical sites, and natural landscapes. By layering immersive digital content over physical locations, AR offers visitors a unique way to explore history, culture, and nature while ensuring these valuable experiences are accessible and engaging for future generations. Imagine walking through a centuries-old village, where each building has a story to tell through virtual characters, historical timelines, or interactive artefacts. AR can bring long-forgotten events back to life, allowing visitors to hear the voices of people who once lived there or experience historical moments through visual storytelling. This type of digital storytelling not only enhances the learning experience but also strengthens the connection between people and places, fostering a deeper appreciation for the history and culture that shaped them. For environmental conservation, AR offers a unique opportunity to connect communities with nature in meaningful ways, encouraging education and activism through immersive engagement.

For example, AR treasure hunt activities focused on the Great Barrier Reef or nature trails can strengthen local communities' connection to the reef or other natural wonders. By integrating AR experiences that showcase the beauty and fragility of ecosystems, users can explore underwater habitats, learn about endangered species, and understand the impact of environmental threats. These experiences encourage participants to take part in conservation efforts, fostering a collective responsibility to protect natural spaces. Through such innovative initiatives, AR not only helps educate the public but also inspires action towards environmental preservation, making it a powerful tool for conservation efforts that benefit both cultural heritage and the natural world.

Below, you can view a video showcasing how Stirling Council has used an augmented reality trail to help locals and visitors navigate the city, discover landmarks, and uncover history. The History Trail allows users to get a glimpse into the past, collect creatures from Stirling, learn their stories and meanings to the city, and unlock digital souvenirs.

As another example, click on “Bland Shire's Gold Mining History in AR” to read a case study where CreativiTek created AR experiences that transported visitors back to the early days of gold mining in the region. The experience connects the past with the present, showcasing the current state of the gold mine while enhancing visitor engagement with a memorable, educational experience. Below, you can watch the YouTube video.

AR Trails for Art Exhibitions and Music Festivals: Enhancing Creativity and Interaction

Augmented reality trails and scavenger hunts provide several opportunities to enhance the way people experience art exhibitions and music festivals, offering interactive and immersive layers that engage audiences in new and exciting ways. Instead of simply viewing the event, participants can embark on a journey through the space, following AR trails that guide them to key locations, hidden digital content, or exclusive experiences.

For art exhibitions, AR trails can make the viewing experience more dynamic by transforming the gallery into an interactive space. Visitors can follow a digital trail, unlocking virtual stories behind the artwork, discovering hidden elements or creative digital twins of the art pieces, or view the art from different perspectives through AR experiences. For example, an AR trail could lead guests to specific artworks while providing additional insights into the artist's process or cultural context. This kind of experience makes the exhibition more engaging, encouraging people to interact with the art in a deeper and more personal way. In the context of music festivals, AR scavenger hunts can guide festival-goers to different areas, motivating them to explore and engage with various activities and surprises. These AR experiences might lead participants to exclusive performances, hidden merchandise booths, or special food offerings, creating a more dynamic and exciting journey. By following an AR trail, attendees can unlock digital content, such as behind-the-scenes footage, exclusive interviews with artists, or virtual meet-and-greets, adding interactivity to the festival that boosts the overall experience.

AR trails and scavenger hunts offer event organisers a way to elevate both the entertainment and enjoyment of art exhibitions and music festivals, providing attendees with a deeper connection to the art, music, and overall atmosphere of the event. These immersive journeys help participants feel more engaged and involved, creating lasting memories that go beyond traditional event formats. In one of our projects, CreativiTek used augmented reality technology to create an AR mural trail as part of a Christmas campaign. Users could visit murals around Maribyrnong City and bring the artwork to life using their mobile phones. Click on the “Maribyrnong Augmented Reality Mural Trail” case study to learn more, and watch the YouTube video below.

Another great example of an art trail is "Melbourne's largest augmented reality art trail", where mobile users were able to experience invisible artworks using their mobile phones. All digital artworks were discoverable within the Melbourne Arts Precinct, which stretches from Federation Square through to Southbank and beyond, home to many of Melbourne's iconic arts and cultural institutions.

Another great example is how the "Coachella Music Festival", a legendary desert event, partnered with several companies to create an immersive augmented reality scavenger hunt for festival-goers. Mobile users could enhance their experience with themed filters and effects, explore virtual art installations across the fields, catch glimpses of the festival through AR features on the livestream, and much more.

The Future of AR Trails: New Opportunities and Innovations

While marker-based AR and GPS-based AR trails have been around for some time and remain the most commonly used methods, advancements in AR technology, mobile devices, and AR-specific hardware are opening up new possibilities for creating more immersive and dynamic AR experiences. These developments are providing fresh opportunities to design AR trails and scavenger hunts that offer deeper, more interactive experiences for users.

Technologies such as "Google's Geospatial API", "Niantic's Lightship VPS", and "Snapchat's landmark recognition and scanning" are enabling more sophisticated AR experiences. These innovations allow for real-time mapping of environments, precise placement of virtual content in physical locations, and integration of real-world elements like buildings, streets, and landmarks into interactive AR experiences. With these advancements, AR trails can feel more seamless and immersive, enhancing user engagement and offering exciting new ways to interact with the world. For example, watch the video below showcasing how Google’s ARCore partnered with the "Singapore Tourism Board" and used Google’s Geospatial Creator in Unity to create an immersive augmented reality guided tour. Join Merli, Singapore's tourism mascot, on an engaging journey through the city’s iconic landmarks—from discovering the best local hawker food to uncovering history through scenes from the past.

As another great example of how advancements in augmented reality technology are creating incredible music experiences, watch the video below to see how "Gorillaz" transformed the streets of New York and London into stages for two groundbreaking performances using Google’s Geospatial API. For fans who attended in person, it was a hybrid (or "phygital") experience, blending the physical and digital worlds, while other mobile users enjoyed a fully virtual version of the performance from the comfort of their homes.

"Artificial intelligence" (AI) can play a role in improving AR trails by enabling smarter, more adaptive experiences. AI can enhance AR by supporting real-time object recognition, making environments more interactive, and personalising experiences based on user behaviour. For example, AI can tailor AR content to users’ specific interests, providing recommendations or adjusting narratives as they explore. It can also optimise interactions by recognising gestures, voice commands, or even tracking emotions, creating a more engaging AR experience. Imagine AI avatars providing information and answering questions for visitors as part of a tourism AR trail.

"The new generation of internet technology", particularly high-speed connectivity, is also transforming AR trails. With ultra-low latency and faster data transfer speeds, AR experiences can become smoother and more responsive, allowing for richer, more detailed content, such as real-time environmental scanning or live-streamed interactive events. This ensures a seamless experience for users, even in areas with high user density or remote locations, making AR trails more accessible and dynamic.

"Cloud solutions" support these innovations by enabling AR content to be updated and accessed instantly across multiple devices. This ensures that users can engage with the latest content without overwhelming their devices. The scalability of cloud technology is especially useful for large-scale AR trail deployments, allowing for continuous updates, collaborative features, and multi-user experiences. Together, AI, high-speed internet, and cloud solutions are opening up new opportunities for more engaging, personalised, and scalable AR trails, pushing the boundaries of interactive exploration.

New AR devices, particularly "advanced and lightweight headsets" like Snapchat Spectacles, are showing great promise. In the near future, we can expect AR treasure hunts or trails to be accessible through both mobile devices and AR headsets that are advanced enough to offer immersive experiences while being lightweight and comfortable for users.

With a dedicated, experienced, and enthusiastic team of AR designers and developers, CreativiTek ensures the creation of the best AR trail or AR scavenger hunt tailored to your needs, using the latest advancements in AR technology. If you have any ideas in mind or are looking for inspiration, don’t hesitate to email us at This email address is being protected from spambots. You need JavaScript enabled to view it..