Telecoms giant Vodafone has relaunched its ‘Elf & Seek’ campaign, a free Augmented Reality (AR) game, with more interactivity and chances to win prizes.

The campaign was first launched last year, in partnership with Dentsu and encourages players to use their phones to catch little digital elves for a chance to win thousands of prizes powered by VeryMe, Vodafone’s exclusive rewards programme.

Prices include all-inclusive family winter sun holiday to Tenerife, weekends away, Nintendo Switch consoles, Lavazza coffee machines, entertainment bundles and Amazon gift cards.

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The game also allows users the chance to donate one of 50,000 SIM cards to those in need, as part of Vodafone’s Everyone Connected commitment.

In a media first, Vodafone will also be bringing the campaign to Ocean Outdoors’s interactive screens at Westfield, Liverpool’s Media Wall, Printworks in Manchester, and The Screen in Nottingham.

Vodafone UK Brand Director Maria Koutsoudakis said: “Given our theme for our Christmas campaign this year revolved around traditions, and a clever little twist on the role of the elf this Christmas, we are excited to have our Elf and Seek game back for a second year.

“This will be our most ambitious year yet, with a longer running campaign, more players, more prizes and of course more elves.

“It’s a great way of getting everyone excited about Christmas, in a fun light-hearted way, so get playing and find those elves.”

Last year, the interactive game which features AR and geotagging was played by over 245,000 people, the company revealed.

Dentsu UK Head of Creative, Chris Davey added: “It’s fantastic to see innovation at the heart of Vodafone’s Christmas campaign this year. It’s a perfect example of how brands can move into the gaming space in a way that consumers will find instantly engaging and rewarding.”