We took over Westfield, which allowed us to bring the game to life in the real world. By showing up in a high-footfall location where families and fans spent lots of time in the run up to Christmas, we were able to create excitement, interaction and engagement across multiple touchpoints. As soon as shoppers entered the mall, they were transported into the first level of the game through floor, wall, and stair vinyls, depicting key scenes and terrains, as well as a giant video screen showing Sonic waving to the passers by.