Jenny Chan 陳詠欣
Nov 9, 2011

Sega launches augmented reality app featuring Sonic the Hedgehog

SYDNEY - JWT Sydney and Sega have launched a multiplatform campaign based around an augmented reality app to celebrate the 20th anniversary of Sonic the Hedgehog.

Sega launches augmented reality app featuring Sonic the Hedgehog

The multi-platform campaign in Australia, based around an augmented reality iPhone app called "Sonic Vision – Catch the Blue Blur‟, can be used in conjunction with out-of-home,TV, magazines, online banners and websites.

The app allows the public to capture the Sonic character and gain points by locating augmented reality markers around the country using built-in maps and GPS technology. Over the coming weeks, additional locations will become available and automatically update the game map.

Sega marketing manager Neroli Baird said JWT had "recognised the rising prominence of mobile amongst gamers and created an experience that is a fitting celebration of a gaming icon like Sonic the Hedgehog".

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.

The campaign runs until December 15.

Credits:
National creative director, digital and direct - Ashadi Hopper
Senior Art Director - Michael Malherbe
Senior Copywriter - Laurie Geddes
Copywriter - Ed James
Executive Creative Directors - Mark Harricks/Angus Hennah
Designer - Michael Kleinman
Designer - Daniella Adam
Account Management – Rob Nichol, Sabine Schusser, Angus Pragnell

 

 






 

Source:
Campaign Asia

Related Articles

Just Published

5 hours ago

DeepSeek: Accelerating the path towards AI ...

While DeepSeek's innovations won't directly impact marketers in the near-term, its ripple effects on AI development will greatly accelerate the permeation across the industry over time, writes Vincent Niou.

6 hours ago

Japan Airlines campaign ropes in Liverpool football ...

Created by Jellyfish, the campaign is focused on key markets including Singapore and Thailand.

6 hours ago

'Local with full autonomy': Ogilvy global leaders ...

In an exclusive interview with Campaign Asia during their recent trip to China, Ogilvy's global CEO Devika Bulchandani and creative chief Liz Taylor discuss their vision in the region, the changing face of creativity, and the reality of being a female leadership duo.

6 hours ago

Filipinos spend more time than global average on ...

TOP OF THE CHARTS: Global social-media users have reached 5.24 billion, with Southeast Asia representing 10.2% of the total share, according to We Are Social's annual study.