Baby Laser Tag
View the case- Brand
- The Boys
- Year
- 2020
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Arcade & Action
- Platform
- AR & VR
- Agency
- Amazon Prime Video
Objective
Ahead of the season two premiere of The Boys, Amazon Prime Video wanted to keep a locked-down, stuck-at-home fanbase engaged in the days before the episodes dropped. The campaign built on one of the show's signature moments — Billy Butcher wielding a laser-eyed baby against Vought's headquarters — and let fans reenact it themselves. Baby Laser Tag anchored a wider promo push around the launch rather than standing alone as a game.
Solution
Players open the free app and point their phone at their own room, watching it turn into a Vought warehouse. Aiming by moving the phone itself, they fire laser blasts from a superpowered baby's eyes at waves of Vought agents and members of The Seven, grabbing health packs and vials of Compound V, and smashing furniture and props for points. Between waves they can hunt for items referencing the new season hidden around the room, snap a blood-splattered selfie in photo mode, or switch between five costumes based on the show's characters. Each run posts a score to a leaderboard, giving players something to beat the next time they play.
Results
42,000+ downloads, a 4.9-out-of-5 average rating on the App Store, and 966 million impressions for the surrounding campaign.
- 1
Baby Laser Tag is a free AR app for iOS and Android; before installing, players are told to check that their device supports AR, since older Android phones may not run the live-action AR properly.
- 2
Players are told to clear some open floor space, then raise the phone and pan it around the room; the camera scan turns the real room into a Vought warehouse, with crates, shelving, and corporate signage overlaid on the live video feed.
- 3
Characters from The Boys brief the player by voice, setting up the mission before the action starts.
- 4
The player controls a laser-eyed baby superhero: instead of firing a weapon, they aim by physically moving the phone and fire laser blasts from the baby's eyes.
- 5
In a reversal of the show's scene, the player now defends the baby from waves of Vought agents and The Seven's security, blasting as much of the warehouse environment as possible for points while collecting health pickups and Compound V vials for power-ups needed to survive.
- 6
As the waves progress, standard agents give way to boss encounters against named members of The Seven, including Homelander, A-Train, and The Deep.
- 7
Between waves, the environment holds season-two reference objects that players can examine instead of destroying, revealing lore details and story teasers.
- 8
Players can choose one of five character-inspired outfits and use a photo mode to take a blood-splattered selfie inside the scene, shareable afterward.
- 9
Wave difficulty escalates until the player is inevitably defeated; the run's score is posted to a leaderboard, and players restart to try to beat their result.
