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Night at the Museum on Regent Street

London’s Regent Street came to life last night as Take That switched on the Christmas lights but Barlow and co. weren’t the only thing capturing the crowds’ attention.

Members of the Redberry team were there to see the Night at the Museum: Secret of the Tomb iOS and Android app we built for 20th Century Fox in action.

Regent Street is one of the locations where symbols are located that can be scanned within the app to unlock exclusive content from the film and special offers with some of the street’s major retailers. The location specific content is unlocked within the app using GPS and iBeacon technology.

We spotted several people with their phones out searching for the symbols during the afternoon, even the Mayor of Westminster was giving it a go!

20th Century Fox is sponsoring the Regent Street Christmas lights for a second year running with the focus this year on the forthcoming release of Night at the Museum: Secret of the Tomb which is in cinemas on 19 December.

The Christmas light switch on was hosted by Heart’s Jamie Theakston and Emma Bunton with performances by Union J and Jessie Ware while Take That were in charge of the countdown and flicking the switch. Regent Street was closed to traffic from midday on Sunday and filled instead with many of the characters from 20th Century Fox’s most popular family movies.

The Night at the Museum: Secret of the Tomb app is available now on the App Store and Google Play. In addition to Regent Street, the symbols of the Tablet of Ahkmenrah can also be found at the British Museum, on social and print media.

Read more about the Night at the Museum app…

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