To celebrate the release of Warner Bros. Pictures’ ‘Green Lantern’ in UK cinemas on 17 June 2011, a new mobile marketing initiative has been launched using state-of-the art handheld AR technology, Zappar, a new free-to-download app available on iPhone and Android devices that brings the physical world to life via your smartphone.
The Zappar app can be used in conjunction with the film’s national six sheet campaign, Odeon Magazine ‘Green Lantern’ cover, The Mirror newspaper’s exclusive ‘Green Lantern’ poster and ShortList Magazine’s cover wrap in the run up to the film’s theatrical release in the UK on Friday 17th June. Users simply download the app and point their phone’s camera at the exclusive film advertising to launch the experience. They can then interact with the campaign, unlocking audio, visual and animated features embedded in the image. The Odeon cover will also feature a pre-booking link for ticket sales from its cover in the run up to the film’s release.
Polly Cochrane, Group Marketing Director and SVP of Marketing Warner Bros Pictures UK commented, “Zappar opens up a whole new way for us to think about our marketing campaigns. Posters become engaging and interactive media channels where we can bring the stories behind our films to life in a truly immersive way.”
Caspar Thykier, Managing Director for Zappar commented, ‘We’re delighted that our first work for our new mobile media channel is with Warner Bros and ‘Green Lantern’. It’s a great showcase for the kinds of experiences made possible with Zappar. However, it’s really just the beginning of how we hope to bring the physical world to life through Zappar in the future. We’re entering a new era of vision based mobile entertainment.’
The Odeon Magazine is out on Friday 27th May and the ‘Green Lantern’ national poster campaign rolls out on Monday 6th June. The Zappar application is available for download at iTunes App Store and Android Marketplace.
For iPhone, iPod and iPad: