Augmented reality has become all the rage for summer movies this year, and now Transformers: Revenge of the Fallen has joined the fray for its home release. Star Trek and District 9 both included so-called “augmented reality” activities as part of their marketing campaign for the films’ theatrical release. Augmented reality works through a webcam that will first recognize familiar 2-dimensional images. Once it has identified a ‘marker’, it uses this as a basis upon which to project 3-dimensional objects, animations and interactive content. Star Trek used this to provide a 3D image of the new Enterprise spaceship, and District 9 used it as part of it’s viral campaign.
With webcams becoming more and more common, I’m sure you’ll be seeing this tech a lot more. Transformers 2 is now using it to promote today’s release of the Two-Disc Special Edition DVD
Once you have your copy of Transformers 2, go to OptimusExperience.com to try it for yourself and let us know what you think. Is this just a passing fad, or is it the future of interactive marketing?
