Ricky Gervais film promoted via augmented reality first in The Times

by Jennifer Whitehead, Brand Republic 05-Nov-09, 11:30

LONDON - The Times is running its first augmented reality campaign, as part of a sponsored supplement to promote the DVD release of the family film 'Night at the Museum 2'.

The 20th Century Fox film is being promoted with a pull-out supplement in The Times's T2 section on 6 November. Part of the supplement will be an insert that, when held up to a computer webcam when the user is on the 'Night at the Museum 2' website, will bring up the museum, with characters from the film appearing to jump out of the computer screen.

It is the first time the newspaper has used augmented reality in one of the ad campaigns it has run.

The supplement will also carry educational information and features about different characters in the film, which stars Ben Stiller and Ricky Gervais.

Laura Elloway, senior product manager at Twentieth Century Fox Home Entertainment, said: "We are very excited to be running this unique activity with The Times.

"Through its various sections and supplements including T2 and Young Times, The Times provides us with a great way to speak to adventurers of all ages, and we are looking forward to bringing 'Night at the Museum 2' to life in homes across the country via the exciting augmented reality insert."

Comments

john lush - 06/11/2009

Thats annoying, I bought the Times today in anticipation of seeing this, only to find the insert will be in tomorrows paper !

john lush - 09/11/2009

Even more annoying, having bought the times on saturday, it froze my webcam at home, and won't launch at work. This is a great pity. Its the first foray into Augmented Reality in National press and they have blown it. I'm also confused as to why they set it up to require a downlaod application, this has made the process confusing for viewers and isn't needed. I just hope this lame effort doesn't put others off from trying it.