Thursday, 18 June 2009

Transformers: Revenge of the Fallen: Augmented Reality ‘We Are Autobots’ Campaign

As you may be aware this week saw the Worldwide Premier of the Summer smash that is Transformers: Revenge of the Fallen due for release in the UK on June 19th and internationally on June 24th 2009, a film I have been dying to see for months now. In order to whet the appetite for everyone waiting to see it, as well as generate further buzz about the release Paramount Pictures International along with Total Immersion have developed the ‘We Are Autobots’ Augmented Reality experience.

Video 1 - ‘We Are Autobots’ Augmented Reality experience

Shown in the video above the ‘We Are Autobots’ Augmented Reality campaign gives the user the opportunity to play the role of Optimus Prime, as well as find hidden messages from Bumblebee which giving users the chance to see exclusive Decepticon footage from the new film.

Video 2 - Transformers: Revenge of the Fallen Movie Trailer

I think this is a great site which generates a bit of extra buzz around the movie release, as well as giving moviegoers the chance to engage with the film with the incentive of discovering additional information. Admittedly there has been a few comments recently about the actual added value of AR, and what it can offer users, but its still nice to see these examples out there, with brands experimenting, and having a bit of fun with the technology.

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