Baby Laser Tag

Objective

To build momentum for Season 2 of The Boys and drive audience engagement ahead of its premiere on Amazon Prime Video. The campaign aimed to extend the show's reach beyond traditional viewers and deepen fan connection through interactive entertainment that referenced a memorable moment from Season 1.

Solution

AKQA and Jam3 developed Baby Laser Tag, the first augmented-reality mobile application for Amazon Prime Video, available on iOS and Android. Players wielded a superhero baby's laser vision to battle Vought agents and the Seven, drawing from a pivotal Season 1 scene featuring Billy Butcher. The campaign integrated multiple touchpoints: a parody shopping-channel infomercial styled as Vought Network content, virtual Comic-Con participation, Twitch streaming parties, and limited-edition laser-baby dolls. The AR game allowed fans to engage with show lore from home during pandemic lockdowns.

Results

The game achieved 42,000+ downloads with a 4.9-star app store rating and 966 million impressions. The project garnered acknowledgment from the show's cast and showrunner.