Afterpay x Odenn
//The WHAT
Afterpay x Odenn
import { Mission Statement } from "Odenn Studio";
export const project success = ({
Afterpay wanted to create a memorable, interactive experience that engage shoppers beyond transactions and generate meaningful buzz on their high-profile retail event
}
)
Afterpay Day has become one of Australia’s most anticipated retail events, drawing thousands of shoppers, influencers, and media attention each year. But in 2025, Afterpay wanted more than transactions and conversions — they wanted to create a memorable, interactive brand experience that would excite customers, generate buzz, and make a lasting impression on the retail landscape. Achieving this required a solution that could blend physical presence with cutting-edge digital engagement, capturing the imagination of shoppers while delivering measurable marketing impact.
//The HOW
Afterpay x Odenn
import { Approach and Strategy } from "Odenn Studio";
export const operational blueprint = ({
Developed a purpose-built VR activation in Sydney’s Pitt Street Mall, combining motion-tracking, spatial computing, interactive 3D elements, and Unity/WebXR development to immerse hundreds of shoppers in the Afterpay brand universe
}
)
We partnered with Afterpay, Thrive PR, and XO Media to develop a purpose-built Virtual Reality Activation in Sydney’s Pitt Street Mall. The goal was to transform the bustling shopping precinct into a living, immersive brand world. Using motion-tracking, spatial computing, and interactive 3D elements, visitors could step into the Afterpay universe, interact with digital features, unlock prizes, and participate in exclusive deals. The activation seamlessly blended physical engagement with digital delight, creating an experience that was both intuitive and visually stunning, while also generating shareable content for social media.
Behind the scenes, our team leveraged Unity, WebXR, and optimized interactive 3D assets to build a stable, scalable, and fully immersive system. From dynamic prize mechanics to QR integrations and animations, every element was designed to ensure smooth performance and rapid crowd engagement. The experience was carefully crafted to scale, allowing hundreds of shoppers to participate simultaneously while delivering a visually impressive and highly interactive activation.
//The RESULTS
Afterpay x Odenn
import { Hardwork and Dedication } from "Odenn Studio";
export const achievements and results = ({
The activation drew large crowds, drove thousands of prize redemptions, generated massive social media engagement, secured media coverage including the Today Show, and elevated Afterpay’s brand presence through a highly interactive, shareable VR experience
}
)
The results exceeded expectations. Shoppers flocked to the activation, engaging with the VR experience and sharing their moments online, generating massive social media buzz. Thousands of prize redemptions occurred through the interactive mechanics, while media coverage — including a featured segment on the Today Show — amplified Afterpay’s reach far beyond the physical location. The activation not only drove interaction and brand awareness but also demonstrated the power of Virtual Reality Marketing to create emotion, elevate perceptions, and make consumers active participants in the brand story.
By blending innovation, entertainment, and strategic marketing, the Afterpay Day 2025 VR Activation showcased how immersive technology can transform retail experiences. It proved that today’s shoppers are not just seeking discounts — they crave interaction, excitement, and experiences that leave a lasting impression. Through this project, we helped Afterpay set a new standard for engaging, interactive, and shareable retail activations.
Offices
Newport Beach Orange County, California, United States
Sydney, New South Wales, Australia