Bringing the power of the Omnitrix to the Trafford Centre


Cartoon Network partnered with Apache to bring the power of the Omnitrix to Manchester, as the Ben 10 Hero AR Experience took place on the first weekend in October 2016 at intu Trafford Centre.

Children were able to transform into one of four different aliens, watch the premiere episode of the brand new Ben 10 series, and get their photo taken with Heatblast — a favourite alien amongst the Ben 10 audience.

Powered by Apache's signature blend of Augmented Reality and Kinect, kids became a Ben 10 alien of their choice: Heatblast, who throws fireballs; Diamondhead, who throws crystal shards; Four Arms, who creates shock waves; and Overflow, who shoots water.


The initial run at Intu Trafford Centre proved so successful that the experience went on to tour at three additional locations: MCM Comic Con in London, Lego World in Copenhagen, and Lucca Comic Con in Tuscany.

It has since toured across all continents (except for Antarctica), and has been localised into 10 languages.

An expanded experience featuring updated character abilities was released in early 2018, and this has continued to be rolled out across the globe, enthralling audiences in new markets.

Opal Award Winner

Opal Award Winner

Winner of the 2017 Opal Awards in the Experiential category.

"An innovative way to bring the launch of the new cartoon series to a captive target audience and use of this high-impact activation to generate wider awareness. Good and creative work between intu team and the Cartoon Network to bring this to life."

"Very creative, nice set and great use of the Kinect technology, the kids were clearly massively engaged."

"Really well sold creative idea based on a clear brief and understanding of what kids like. Love this!"

"Solid results, the number of participants and the social media activity is excellent."

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