Here is an awesome promotion using the concept of augmented reality, this outdoor campaign was created by TAB Worldmedia in Amsterdam, The Netherlands, as far as I know it’s not the first outdoor augmented campaign, but it’s really amazing!
To announce the premiere of the latest box office hit ‘Prince of Persia, The sands of time’, Walt Disney launches the worlds first augmented reality outdoor campaign. Lucky users of Android- and iPhones who are standing near one of the outdoor filmposters can play the movie trailer and play an augmented reality game just by using their Layar browser. They can collect 50 Movie Minute value points as a reward for playing the game.
The posters of the brand new Walt Disney movie ‘Prince of Persia’ are marked with special logo that explains that you can play a unique augmented reality game with the Layar browser that is available for Anroid- and iPhone. As soon as a person who is near one of the ‘Prince of Persia’ posters starts up the Layar browser on his smartphone a gps connection is made to locate his position and the augmented reality game for ‘Prince of Persia’ automatically appears in his screen.
The beautiful Tamina from the movie speaks to the player and explains to him that he should watch the trailer and immediately enter the augmented reality game to answer 3 questions. If the player can answer all questions correctly he has earned 50 Movie Minutes value points that can be used on movieminutes.com. (A dvd can already be purcheased with 90 Movie Minutes.) The Layar also gives the player access to an augmented cinema locator to find the nearest cinema and the option to share the game with his social networks.
The campaign will be served widely on all major outdoor media networks of JCDecaux, CBS Outdoor, Hillenaar (Clearchannel), Brouwer & Partners in the Netherlands and on the locations of 100 cinemas across the country.
Advertising Agency: TAB Worldmedia, Amsterdam, The Netherlands
Creative Director: Remco Vroom
Art Director: Jean-Paul Frijns
Copywriter: Remco Vroom
Illustrator: Jean-Paul Frijns
Photographer: by Walt Disney
Technical realisation Johannes la Poutre