Center Parcs has partnered with augmented reality firm Zappar to create festive virtual experiences for guests at five of its villages this Christmas, bringing to life Nutmeg, the baby reindeer, the star of Center Parcs’ storybook, Nutmeg’s Antlers.

Between now and Christmas Eve, guests on a Winter Wonderland break in Woburn Forest, Longleat Forest, Sherwood Forest, Elveden Forest and Whinfell Forest, can use the Zappar app to scan secret zap codes to bring the Christmas tale to life.

The codes can be found on information signs, near sculptures in the reindeer enclosure outside Santas Woodland Workshop, enabling guests to interact with Nutmeg on their phone or tablets. Families will also be able to take photos with the reindeer, share it socially, and save it as a digital keepsake.

“This year for the first time in our villages, we’re offering guests an enchanting digital experience,” said Center Parcs head of marketing, Rebecca Allinson. “Through the power of augmented reality technology, we’re looking forward to families meeting the latest member of the Center Parcs family, Nutmeg the baby reindeer. Extra information about the book and official products to buy in the village will be available to access too.”

The latest Center Parcs activity follows on from Zappar’s work with Hasbro, LEGO and Rovio, where customised AR codes have been used by brands to unlock digital content experiences from physical product.