Transfomers Augmented Reality App

Objective

Paramount Pictures needed to drive buzz and boost ticket sales for Transformers: Dark of the Moon ahead of its 2011 theatrical release. The studio partnered with Digital Kitchen to create an innovative augmented reality mobile experience that would engage fans and bridge the gap between traditional marketing (cinema posters) and interactive digital engagement.

Solution

Digital Kitchen created TF3: Defend the Earth, a free augmented reality game for iPhone and iPod touch that activated in front of exclusive interactive Transformers movie posters in over 250 IMAX and AMC theaters across the United States. Players pointed their camera at a poster featuring Optimus Prime to unlock a first-person AR game where they defended Earth against the Decepticons. Once unlocked, a full 360-degree game became available anytime for global competition. The app integrated social media sharing to Facebook and geolocation functionality to help users find the nearest theater with an interactive poster.

Results

Not published.