Dragon Spotting
Open the game- Brand
- Disney
- Year
- 2017
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- AR
- Platform
- AR
- Agency
- The Zoo at Google
- With
- Monks
Objective
Disney launched Dragon Spotting to promote the 2016 theatrical release of Pete's Dragon. The campaign aimed to engage children with an interactive augmented reality hide-and-seek game featuring Elliot the Dragon, leveraging Google's computer vision technology to create an innovative mobile experience that bridged the film's storytelling with cutting-edge technology.
Solution
Dragon Spotting was a web-based AR game hosted at dragonspotting.com, requiring no app installation. Players entered their age at a gate, then were prompted to find everyday objects (TV, plant, couch, door) using their device camera. The experience adapted by platform: Android users saw Elliot appear in augmented reality through their camera lens, while iOS users uploaded photos to reveal if Elliot was hiding. Google Cloud Vision API powered object recognition, enabling the game's core mechanic of identifying what the player was pointing at and unlocking discoveries accordingly.
Results
Not published.
