Spotted! Who you gonna call?

Retailer 7-11 is turning its locations into a video game setting.
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Convenience store chain 7-Eleven Canada is aiming to bridge the gap between mobile devices and its bricks and mortar presence with a campaign that gives customers a chance to have fun in store by busting any ghosts that happen to be hanging around.

The retailer has teamed up with the mobile game Ghostbusters World to temporarily transform all of its 630 Canadian stores into “Dimensional Doors”, AR locations where Ghostbusters World players can fight and trap ghosts while they’re shopping.

Doug Rosencrans, VP and GM of 7-Eleven Canada, said in a press release that the company is looking to provide more fun to its in-store experience and drive engagement among young fans and players.

Within the game, Ghostbusters World Dimensional Doors act as hubs where players can find everything from weapons to in-game experiences – something of a virtual convenience store. Along with weapons, resources and special in-game experiences, players will also find ghosts spawning. The AR experience got underway last weekend and has no end date set yet. However, from now until Jan. 31, three of the ghost characters in the stores will have an increased spawn rate, part of an effort to drive more players to the store.

The augmented reality game is a collaboration between Sony Pictures Consumer Products, Ghost Corps, publisher FourThirtyThree Inc. (4:33), and developer Next Age. Vancouver-based Booje Media handles PR for 7-Eleven Canada.