Location-based AR Activation – Batman v Superman: Dawn of Justice
Supporting Warner Bros with their forthcoming release of Batman v Superman: Dawn of Justice, we gave movie-goers the opportunity and ability to “become” either one of the two Superhero characters by creating a location-based Augmented Reality experience that helped bring the movie IP to life in a unique and engaging way.
Set-up in cinema foyers and retail locations throughout Europe, North America and the UAE, several months prior to the movie’s release, this AR-powered experiential activation superimposed the superheroes suits onto the players bodies before they engaged in (playful) on-screen combat.
With the intricately modelled suits from the movie being recreated as high-resolution digital overlays, ultra-realistic cape physics, advanced weather and storm effects, and in-game digital photo capture functionality for social sharing, it didn't take long for word to spread and queues to form in cinemas and shopping centres throughout the world.
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