JWT SYDNEY AND SEGA LAUNCH AUGMENTED REALITY CAMPAIGN
To celebrate the 20th anniversary of Sonic the HedgehogTM, JWT Sydney and SEGA have today launched a cutting-edge, multi-platform campaign based around an augmented reality app that can be used in conjunction with out-of-home, TV, magazines, online banners and websites.
The ‘Sonic Vision – Catch the Blue Blur’ iPhone app (www.sonicthehedgehog.com/getapp) allows fans to capture Sonic in the real world by locating augmented reality markers around the country using built-in maps and GPS.
To catch Sonic, players can point their iPhone at a poster and a gold ring appears on screen. Sonic speeds past onscreen and players have to respond quickly to capture him. The markers also appear on websites, banners, in magazines and on TV.
“JWT has recognised the rising prominence of mobile amongst gamers and created an experience that is a fitting celebration of a gaming icon like Sonic the HedgehogTM,” said SEGA marketing manager Neroli Baird.
JWT Sydney National creative director, digital and direct, Ashadi Hopper added: “Sonic the HedgehogTM is one of the world’s greatest game franchises and it’s a privilege to have been able to create a new Sonic experience for Australian gamers.”
To deepen consumer engagement, fans can submit their points to a leaderboard and follow the progress of other players, win Sonic prizes and share their scores on Facebook.