Augmented Reality Roars into Zoos

Introduction

Augmented Reality (AR) has become a game-changer for zoos over the past five years, transforming how visitors engage with wildlife and conservation stories. Unlike virtual reality, AR overlays digital elements onto the real zoo environment, allowing guests to see and interact with virtual animals, information, and games while still enjoying the physical zoo setting. For marketing leaders, AR provides a fresh, immersive way to educate and entertain visitors, from children watching a 3D panda come to life through a mobile app to adults using an AR filter that animates an iconic zoo landmark. This report highlights notable AR installations at U.S. zoos since ~2019 and analyzes their impact on visitor engagement, learning, social media buzz, and revenue. The goal is to inspire zoo marketing teams—such as the Detroit Zoo leadership and BrandXR's clients—to leverage AR for storytelling and enhanced on-site experiences.

Notable AR Experiences in U.S. Zoos

In recent years, many U.S. zoos have introduced AR-driven attractions. Here are specific examples and case studies of AR installations at popular zoos, showing how this technology is used on-site.

Frederik Meijer Gardens (Michigan): Frederik Meijer Gardens’ tropical conservatory is home to the annual “Butterflies Are Blooming” exhibit, the largest temporary tropical butterfly exhibition in the U.S.. In 2024, BrandXR augmented this experience with lifelike augmented reality butterflies mingling among the real ones.

In partnership with the Frederik Meijer Gardens & Sculpture Park, BrandXR launched a location-based WebAR experience (using 8th Wall) that invited visitors to explore a magical butterfly garden through their smartphones. Scanning a QR code at designated spots in the conservatory would overlay 3D digital butterflies onto the real environment. These virtual butterflies were impressively realistic, fluttering alongside live butterflies – visitors could even challenge themselves to spot which ones were AR vs. real by observing their behavior and appearance. Each AR butterfly also carried information about its species and habitat, adding an educational layer to the fun. This project demonstrated how museums and botanical gardens can enhance visitor engagement and learning through visually captivating AR overlays without requiring any app download (everything ran in the mobile web browser). 

BrandXR’s AR activation wasn’t limited to the conservatory itself – it extended into print media and pre-visit promotion. The cover of Meijer Gardens’ Spring 2024 “Seasons” magazine was brought to life with AR, thanks to a companion Instagram filter. Readers could scan a QR code on the magazine cover and watch a butterfly seemingly flutter right off the page in augmented reality, offering a sneak peek of the exhibit’s magic at home. This creative cross-medium approach – from an interactive magazine cover to on-site AR butterflies – made the Meijer Gardens butterfly season an even more immersive and memorable experience, blending the natural beauty of real butterflies with the interactive wonder of AR technology.

Key Takeaways: BrandXR’s butterfly garden AR project showcases how augmented reality can enrich a visitor experience in a botanical setting. It leveraged WebAR for frictionless access (no app needed) and delivered engaging content that complemented the real exhibit – entertaining visitors and educating them about butterfly species simultaneously. The addition of an AR-enabled magazine cover also illustrates how AR can bridge off-site and on-site engagement, generating excitement before visitors even arrive. This innovative use of AR helped Meijer Gardens captivate audiences in a new way, blurring the line between the real and the virtual in the midst of a beloved natural exhibit.

Detroit Zoo (Michigan): As part of a 2024 rebranding campaign, the Detroit Zoo transformed its historic water tower into an AR attraction. Visitors at the grand reveal could point their phones at the tower to experience a Snapchat AR feature that "brought life" to the structure. This innovative AR filter turned a local landmark into an interactive canvas, generating community buzz and encouraging social sharing during the rebrand event. Similar transformative approaches can be seen in AR murals, which turn static walls and structures into dynamic, interactive storytelling platforms.

North Carolina Zoo (North Carolina): In July 2025, the nation's largest habitat zoo launched a new bilingual mobile app with built-in AR games and learning features. The app, funded by a $1 million grant, includes AR mini-games that introduce students to careers in animal care and science, aligning with K–12 curriculum standards. For example, a user might virtually step into a zookeeper's shoes through AR challenges. This initiative reflects a substantial investment in AR to promote the zoo's mission of education and accessibility. "This app is a major step forward in making the Zoo more accessible, educational, and interactive for all guests," noted the zoo's communications officer.

Living Desert Zoo & Gardens (California): This Palm Desert zoo partnered with Guru to develop a location-aware AR app, one of the early versions created around 2018. The app offers engaging audio tours and AR interactions that combine discovery and education. One popular AR trigger asks "How big is a giraffe's heart?" and when scanned, it shows a 3D model of a giraffe's heart at scale (as big as a basketball), providing visitors with a striking visual answer. In a clever twist, the same AR marker on a sticker asks "How big is your heart?" and links to a giraffe conservation donation page, using AR to encourage donations. Guru reports that displaying answers in 3D significantly boosts impact and that this AR storytelling has helped the Living Desert increase visitor engagement and even inspire contributions.

Virginia Zoo (Virginia): In early 2020, the Virginia Zoo in Norfolk launched an immersive AR tour with 12 stops around the park. Using a free Zappar mobile app (developed with partners Life Preserve and ECPI University), visitors can point their devices at markers to see virtual animal facts, photos, videos, and behind-the-scenes content for each exhibit. The AR tour, which can even be experienced from home after a visit, includes audio narration and interactive text, enriching the experience with conservation stories and insider information. The zoo's media coordinator noted that visitors were "enthusiastic about the new tech" and that launching it in winter was perfect timing – even when many animals stayed indoors due to cold weather, guests could still interact with them through AR. The tour's content (like adorable tiger cub videos and keeper interviews) kept visitors delighted regardless of weather, offering plenty of share-worthy moments.

Nashville Zoo (Tennessee): In 2019, a group of local high school students teamed up with the Nashville Zoo to develop a virtual AR scavenger hunt as a science project. The AR app guides visitors on a quest to find and match over 30 animals with their exhibit signs throughout the zoo. When a visitor locates the correct spot and answers a quiz question correctly, a life-sized 3D animal appears on the screen next to them, enabling fun photo opportunities with the virtual creature. This gamified AR map transformed a typical zoo visit into an interactive adventure. The project aimed to educate school groups in a new way and ignite interest in STEM. Even during its beta stage, it received positive feedback for making animal learning more engaging ("I've been to the zoo before, but I didn't really know a lot about the animals [until using this]," one student admitted).

Oakland Zoo (California): In 2022, Oakland Zoo introduced an AR-enhanced "California Trail" scavenger hunt in partnership with Agents of Discovery. Visitors use a mobile app with GPS to navigate to certain points on the new California Trail exhibit; upon reaching each spot, an AR challenge auto-unlocks. These challenges present themed, self-guided learning tasks tied to the animals and conservation issues on the trail. For instance, a family might encounter an AR puzzle about local wildlife conservation or a quiz about a California condor, with animated clues overlaying the real exhibit. The zoo touted this AR hunt as "another level of engagement and learning on site," blending tech with education to equip visitors with knowledge and even new skills. The AR mission was previewed during the Bay Area Science Festival, attracting families, teens, and schoolchildren, and is now part of the zoo's regular offerings to encourage exploration of the expansive trail.

Each of these cases shows how U.S. zoos are using AR in various ways – from educational games and guided tours to marketing stunts and community involvement. Next, we examine how these AR efforts have affected visitor engagement, learning results, social media reach, and revenue.

Impact on Visitor Engagement and Education

One of the strongest arguments for AR in zoos is its ability to boost visitor engagement and enrich educational value:

Interactive, Longer Engagement: AR transforms passive exhibit viewing into an active experience. Research in 2025 found that most zoo visitors see AR as a "highly positive" addition that boosts their engagement and encourages them to observe exhibits longer. By allowing guests to "tap, scan, and quest" for digital content, AR naturally promotes longer dwell times and repeat interactions. For example, at the Virginia Zoo, guests spent extra time at each habitat to unlock AR content, effectively extending their visit and deepening their immersion in each exhibit's story. This increased engagement often leads to higher satisfaction and word-of-mouth enthusiasm.

Enhanced Learning & Curiosity: AR can make zoo education more impactful by displaying concepts in vivid 3D. Zoo educators note that viewing an answer or animal in 3D – such as the giraffe's heart example – "significantly increases its impact" on visitors' understanding. Complex facts (like an animal's size or habitat range) become more tangible through AR overlays such as life-sized models or interactive maps. In San Diego's Balboa Park, an AR app called "Balboa Park Alive!" allows families to experience life from a pollinator's perspective, viewing the world in ultraviolet like a bee and following virtual butterflies around native plants. Early user testing showed kids were so captivated by virtual bees and butterflies that they began searching for real ones in the park, sparking engaging conversations with parents about nature. This example shows how AR can connect digital and real-world learning – igniting curiosity that extends into observing actual animals and ecosystems.

Conservation Storytelling: Many zoos are tasked with raising awareness about conservation challenges. AR is emerging as a powerful storytelling tool in this field. Instead of static text on signs, AR can visually show environmental changes or threats. For example, an AR experience might superimpose historical images of shrinking polar ice on the polar bear exhibit or illustrate how a rainforest habitat deteriorates over time due to deforestation. By making invisible issues visible, AR encourages empathy and creates a sense of urgency for conservation. A recent study in the Journal of Zoo and Aquarium Research found that while AR alone didn't significantly boost factual recall, it did improve visitors' perception of new conservation scenarios and extended their engagement, indicating that AR can enhance the educational impact of zoos when experiences are thoughtfully designed. Zoos are applying this technology: from AR prompts demonstrating how ocean plastic harms sea turtles to interactive exhibits about climate change, AR is being used to communicate difficult messages in a more engaging way.

Personalized and Inclusive Learning: AR apps often let visitors choose their level of interaction and language, making the experience more inclusive. The North Carolina Zoo's app, for example, offers content in both English and Spanish, audio descriptions for visually impaired guests, and different game levels for various ages. A tech-savvy teen might explore an AR career-shadowing game in the app, while a younger child simply enjoys seeing a 3D elephant appear when scanning a sign. By catering to various learning styles and ages, AR ensures each visitor can learn at their own pace – whether through quick AR trivia or in-depth AR-guided tours. This customization creates more meaningful experiences, as shown by survey feedback where museum visitors (in a similar AR tour) said they "learned more in a shorter time" with AR than through traditional methods. Zoos are poised to reap similar benefits by incorporating AR into exhibits and apps.

Social Media Traction and Marketing Benefits

AR experiences don't just educate – they are also ripe for social media sharing, providing marketing momentum for zoos:

Shareable "Wow" Moments: By design, AR in zoos creates engaging visuals that visitors love to capture and share. Whether it's a selfie with a holographic tiger sitting nearby or a video of your child interacting with a virtual dinosaur, these unique moments often appear on Instagram, Facebook, TikTok, and more. Industry experts in attractions note that social media engagement soars when visitors share distinctive AR selfies, effectively turning guests into brand ambassadors for the venue. AR mirrors have become particularly popular for creating these Instagram-worthy moments, allowing visitors to pose with virtual animals and share immediately. For instance, the AR scavenger hunt at the Nashville Zoo allowed guests to take photos with unlocked animals; each share of a smiling visitor next to a virtual rhino or giraffe effectively promoted the zoo to that person's entire social network. The Toronto Zoo's large-screen AR installation even featured a "SnapShare" option for users to instantly post their AR snapshots, expanding reach with each post. In short, every AR interaction doubles as a content creation opportunity, boosting the zoo's online visibility at no additional cost.

Trendy and Youth-Friendly Image: Using AR can modernize a zoo's image and attract younger, tech-savvy audiences eager for interactive experiences. The Detroit Zoo's use of a Snapchat AR filter on their water tower is a great example—it linked the zoo with a popular social app and showed that this 95-year-old institution is embracing 21st-century engagement tools. The campaign probably reached many locals through Snapchat and media coverage, positioning the zoo as innovative and in sync with how the new generation communicates. Similar outdoor marketing innovations can be achieved with AR billboards, which transform traditional advertising spaces into interactive experiences that capture attention and drive engagement. Likewise, other zoos have launched AR filters or effects on Instagram (e.g., quiz filters about animals) to boost online engagement beyond the zoo visit. These fun AR features—like letting users "wear" elephant ears or test their animal knowledge in Stories—spread quickly and increase interest in visiting the actual zoo. By leveraging AR trends, zoos keep their marketing fresh and connect with audiences who might not respond to traditional ads.

Extended Engagement (During and After Visit): AR helps expand storytelling beyond the physical boundaries of the zoo. As noted, the Virginia Zoo's AR tour can be replayed at home, allowing families to continue interacting with zoo content even after leaving. This ongoing engagement can lead to social media posts ("We're reliving our zoo day with this AR app – so cool!") and strengthen the emotional connection to the zoo, increasing the chances of return visits or membership sign-ups. Zoos are also using AR to reach remote audiences – for example, the Smithsonian's National Zoo partnered on an AR mobile game (Zoo Guardians) that lets users build a virtual zoo with AR animals from anywhere, combining gameplay with real conservation lessons. These experiences foster an online community and generate social buzz around the zoo's mission, even among those who may not visit often (or at all). Every time someone shares a screenshot of their AR-built zoo or virtual animal encounter, it broadens the zoo's educational reach and boosts its brand presence.

Press and PR Buzz: Innovative AR projects often attract media coverage, generating free publicity. In 2019, local news outlets highlighted the Nashville Zoo students' AR scavenger hunt as a positive story connecting technology and education. Similarly, when a zoo rolls out a high-profile AR feature, whether an app or exhibit, it tends to draw attention within both tech and travel media. For instance, the North Carolina Zoo's $1M AR-enabled app was announced via a press release and covered by various news outlets as a story about combining technology with tourism. The novelty of AR allows marketing to leverage media interest, positioning the zoo as a forward-thinking destination. This halo effect can enhance a zoo's reputation as an innovative leader among cultural attractions.

Revenue Generation and ROI Considerations

Beyond engagement and marketing, AR can help zoos increase revenue both directly and indirectly. While AR projects require investment, the potential returns can be substantial.

Increased Attendance and Repeat Visits: An engaging AR experience can attract more visitors. Families might choose one zoo over another specifically because of its AR attractions (e.g., "Let's go to the zoo with that cool AR scavenger hunt"). A case study from the museum industry showed that adding an AR tour resulted in a 25% rise in attendance over six months, as the technology created excitement and motivation to visit. Zoos using AR report similar trends anecdotally – new exhibits such as AR-enhanced trails or AR safari zones serve as "must-see" features that attract crowds, especially during special events. Additionally, because AR experiences are often updated or can change with the seasons, they encourage repeat visits (guests come back to see "what's new" in the AR app or to complete missions they missed last time).

Longer On-Site Time = Increased Spending: When visitors stay engaged longer, as AR has proven to do, they tend to purchase more food, drinks, and souvenirs. For example, a family that might leave after 2 hours could stay for 3 hours to finish an AR quest, during which they might buy extra snacks or visit the gift shop. Over many visitors, these small additional purchases accumulate. Although exact numbers are not always shared, it is well known in the attractions industry that longer dwell times lead to higher per-capita spending. AR also creates new revenue streams such as in-app purchases for additional content or premium AR experiences at an extra cost. While zoos haven't widely monetized AR content yet, it has potential—for instance, an AR animal photo booth that prints a keepsake for a fee. The main point is that AR keeps visitors happy and engaged, which generally results in higher on-site sales and more memberships, as satisfied visitors are more likely to become members or donors.

Donations and Conservation Revenue: AR can be strategically used to encourage donations. The Living Desert's AR heart trigger, which leads visitors to a donation page, is a perfect example of seamless fundraising through AR. By capturing visitors' emotions in the moment—such as seeing how large a giraffe's heart is and then being prompted to "show heart" by donating—AR can prompt generous impulses. Guru, the app developer, specifically notes that AR experiences can "increase revenue through donations and sales" in zoo settings. Some zoos also secure corporate sponsors for their AR initiatives, providing immediate revenue. For example, the Virginia Zoo's AR tour was sponsored by companies like Dairy Queen and a local university, helping offset development costs. A foundation grant funded the North Carolina Zoo's app—another model where AR attracts outside capital to support the zoo. Moving forward, zoos might sell sponsorship placements within AR apps, such as having a conservation-minded company sponsor the AR content at the tiger exhibit. In this way, AR not only entertains visitors but also presents new opportunities for fundraising and partnerships.



Competitive Edge and Long-Term ROI: Investing in AR helps zoos stay competitive with other attractions, such as theme parks and museums, that also adopt interactive technology. A modern, tech-savvy reputation can attract new visitors and school groups, boosting revenue over time. This innovation advantage often justifies initial AR development costs. As AR hardware, such as glasses, becomes mainstream and prices drop, early adopter zoos will be ready to leverage these advancements. All these factors contribute to a positive return on investment. Zoos that have adopted AR often see it as a long-term strategic asset – one that not only generates income but also advances their mission in ways traditional exhibits can't.

Opportunities and Trends in AR for Zoo Storytelling

As AR technology evolves, the opportunities for zoos are expanding. Marketing professionals should watch these trends and consider how to integrate them into future plans:

Bringing the Unseen to Life: AR provides a way to showcase animals or scenarios that a zoo cannot physically display. We already see AR bringing extinct or elusive animals to life. For example, a zoo can allow visitors to "meet" a woolly mammoth or a deep-sea creature through AR animations, adding virtual appearances alongside real animals. This generates excitement and educational value without needing live specimens. Some zoos have used AR to animate dinosaur exhibits or to show nocturnal animals during the day. The creative storytelling possibilities are vast: imagine pointing your phone at an empty savanna enclosure and seeing a migrating herd of virtual elephants with conservation messages attached.

Deeper Emotional Connections: Storytelling through AR can enhance empathy. An AR app might let visitors experience an animal's perspective—for example, simulate the vision of a threatened eagle soaring over a broken habitat, or let the user 'be" a turtle navigating through virtual plastic in the ocean. By engaging multiple senses and immersing the audience in the animals' world, AR can effectively communicate conservation messages in ways signs cannot. Zoos can use this to strengthen their role as advocates: AR becomes a portal for "augmented stories" that resonate with visitors long after they leave.

Gamification and Youth Engagement: As seen with scavenger hunts and quizzes, gamified AR is popular among younger visitors. This trend is likely to expand – we can expect more Pokémon Go-style quests in zoos, AR treasure hunts for facts, or even competitive AR experiences where visitors earn badges or points for completing tasks. This not only entertains kids (and the young-at-heart), but also transforms a zoo visit into an interactive learning game. Zoos could also team up regionally — imagine a summer challenge where kids use AR to "collect" virtual animals at multiple zoos, encouraging travel to sister institutions. Gamification through AR perfectly aligns with the goals of informal learning spaces: make it fun, make it active, and learning naturally follows.

Social Media Filters and At-Home AR: Another trend is expanding AR beyond zoo visits through social media. We mentioned custom Instagram/Snapchat filters (e.g., a filter that places a 3D zoo mascot on your shoulder). These are cheap to create and highly shareable. They also help keep the zoo in people's minds throughout the year. Zoos might introduce AR filters associated with events. For example, a "Meet Our New Baby Gorilla" AR experience where users can place a virtual baby gorilla in their space and take photos, promoting a real birth at the zoo. Such AR campaigns boost online engagement and encourage in-person visits to see the actual animal. AR can also support virtual field trips or outreach: schools that cannot travel might use an AR app to have a "virtual zoo day," sparking interest for a future visit.

AR Glasses and On-Site Devices: Soon, lightweight AR eyewear could free visitors from needing to hold phones. Zoos like Disney's Animal Kingdom and others have tested AR viewers or kiosks that show info over exhibits. As AR glasses become more common, zoos might offer rental glasses that automatically display animal details, translations, or even virtual guide characters as visitors walk around. Imagine a holographic park ranger appearing next to you (via glasses) at each exhibit to share fun facts! While widespread use of wearables may still be a few years away, it's coming soon. Marketing teams should watch these devices because they promise a smoother AR experience on-site. Early adoption could be a PR win ("First zoo to offer AR glasses tours!") and offer ultra-personalized tours (possibly at a higher ticket price for those interested).

Data and Personalization: Finally, AR combined with analytics can help zoos better understand visitor preferences. The apps monitor which AR content gets the most interaction, how long visitors spend, and more. This data is marketing gold – it reveals which exhibits captivate guests or which conservation messages resonate. With AI integration, future AR apps might adapt content in real-time; for example, if a user shows interest in birds, the AR tour could provide more bird facts. This personalized storytelling ensures visitors receive the most relevant experience, boosting satisfaction. It also helps the zoo improve exhibits and marketing strategies based on solid usage data, creating a positive cycle of improvement.

Conclusion: Embracing AR for the Future of Zoo Experiences

Augmented Reality has proven to be more than just a tech fad. In U.S. zoos, it's becoming a strategic tool to engage visitors, support education, boost marketing, and even increase revenue. From the Detroit Zoo's AR-enhanced branding efforts to the North Carolina Zoo's comprehensive AR app for exploration and learning, real-world implementations over the past five years have shown tangible benefits. Visitors are spending more time at exhibits, sharing their excitement online, and building deeper connections with the animals and conservation missions. In the words of one AR developer, attractions that aren't using this interactive technology "are missing a trick" — AR can bring animals (extinct or otherwise) to life and enable zookeepers to share knowledge even when they aren't physically present, effectively boosting the storytelling power of a zoo.

For marketing leaders, the message is clear: AR experiences create memorable visits that lead to more engagement and loyalty. They open up new opportunities for sponsorships and promotions, and importantly, they meet the expectations of today's audiences who want interactive, personalized adventures. Whether through AR mirrors that create Instagram-worthy photo moments, AR murals that transform static walls into dynamic storytelling canvases, or AR billboards that turn traditional advertising into engaging experiences, implementing AR at the zoo doesn't mean replacing the joy of seeing real animals; instead, it adds layers of discovery and fun that improve the on-site experience. Moving forward, adopting AR will help zoos stay relevant and competitive, turning visitors into active participants in wildlife stories. In a world where capturing attention is tough, AR provides zoos with a powerful way to inspire wonder and learning—one scan or hologram at a time.

By focusing on thoughtful AR initiatives, zoos can continue to fulfill their core missions of education and conservation while also engaging the Instagram generation and achieving strong business results. It's an exciting time at the crossroads of technology and nature. The chance for zoos to tell their stories through AR—making the invisible visible and the ordinary extraordinary—is almost limitless. The past five years were just the beginning; with AR, the next era of zoo experiences is truly coming to life.