Combining Learning and Play to Enrich the Park Experience

Discover how Ree Park used interactive campaigns and QR codes to boost visitor engagement, learning, and park exploration during Easter.

About Ree Park

Ree Park Safari, located near Ebeltoft, Denmark, is a sprawling, nature-focused zoo (over 300 acres) featuring animals from four continents. It emphasises conservation, endangered species breeding (cheetahs, rhinos), and spacious, naturalistic enclosures.

The challenge

Ree Park wanted to offer visitors an Easter experience that would enhance their day at the park. The goal was to encourage guests to explore more of the park, engage with the animals in a new way, and create a memorable experience for families—while also gaining a better understanding of visitor interests.

The solution

To support this, Ree Park introduced an interactive Easter activity integrated into the park experience.

Visitors could scan QR codes placed around the park to access a digital map, guiding them in the search for hidden Easter eggs. Each egg revealed a short activity or question related to the animals, combining play, learning, and discovery.

As part of the experience, visitors could choose to sign up for the newsletter.

This participation helped Ree Park better understand how guests move through and interact with the park. The experience encouraged guests to visit multiple areas and stay engaged throughout their visit.

Each egg revealed:

• A quiz or mini-game
• Educational clues about animals in the park
• A step closer to discovering the name of a new animal

To motivate participation, visitors entered a prize draw for free annual tickets, and everyone received consolation rewards redeemable in park shops.

👉 The result: physical exploration combined with digital interaction

The experience flow

1. Visitors scan QR codes placed across the park
2. They access an interactive map experience
3. Hidden eggs unlock games and quizzes
4. Participants learn while playing
5. Completion leads to prize draw + instant rewards

“Our guests told us they experienced the park in a completely new way, and we engaged approximately 30% of all visitors in the treasure hunt.” — Pierre Skovgaard, Head of Sales and Marketing at Ree Park Safari

Results

• 2,277 impressions
• 1,646 interactions (72.29% interaction rate)
• 1,567 participants (68.82% conversion rate)
• 3 min 39 sec average engagement time

Why it worked

• Encouraged exploration across the park. The experience guided visitors to different areas, supporting a more complete visit.
• Created a more engaging visitor journey. Guests spent more time interacting with both the experience and the park itself.
• Supported learning through play. The activities helped visitors learn more about the animals in a natural and enjoyable way.
• Strengthened connection with visitors. Through voluntary sign-ups, Ree Park gained the opportunity to stay in touch with guests after their visit.
• Contributed to on-site activity. Rewards encouraged visits to park shops, adding value to the overall experience.

Ree Park successfully created an Easter experience that brought together exploration, learning, and interaction, enriching the visitor journey while also building a stronger connection with guests beyond the park.