Smurfs: The Lost Village
Open the game- Brand
- Smurfs
- Year
- 2017
- Objective
- Product launch
- Industry
- Entertainment
- Mechanic
- AR
- Platform
- AR
- Agency
- Sony Pictures
- With
- UNIT9
- With
- AOL
Objective
Sony Pictures launched Smurfs: The Lost Village to promote the 2017 animated film release. The studio partnered with UNIT9 and AOL to create one of the first branded augmented reality experiences on Microsoft HoloLens, targeting children and families with an immersive, technology-driven marketing activation.
Solution
Players experienced an augmented reality game on Microsoft HoloLens headsets set in the Smurfs' Lost Village, guided by Papa Smurf through mixed-reality gameplay. The experience was optimized for HoloLens' limited field of vision by scaling Smurfs characters appropriately to their small stature, featuring custom 3D character animations that preserved the film's aesthetic. The activation was deployed at physical testing locations, allowing users to interact with the branded world in mixed reality.
Results
No quantified metrics (reach, participants, engagement time, or sales impact) were publicly disclosed. The campaign won a FWA (Favorite Website Awards) Award and received press coverage in Mashable and The Drum. Testing revealed children intuitively adopted the HoloLens technology and found the experience immersive.
