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World premier: Walt Disney launches the first augmented reality outdoor campaign.

May 17, 2010

The Gods have a plan for you! To announce the premiere of the latest box office hit ‘Prince of Persia The sands of time’, which will be in cinemas on the 19th of May, Walt Disney launches the worlds first augmented reality outdoor campaign. Lucky users of Android- and iPhones who are standing near one of the outdoor filmposters can play the movie trailer and play an augmented reality game by using their Layar browser. They can collect 50 Movie Minute value points as a reward for playing the game.

The filmposters of the brand new Walt Disney movie ‘Prince of Persia’ are marked with special logo that explains that you can play a unique augmented reality game with the Layar browser that is available for Anroid- and iPhone. As soon as a person who is near one of the ‘Prince of Persia’ posters starts up the Layar browser on his smartphone a gps connection is made to locate his position and the augmented reality game for ‘Prince of Persia’ automatically appears in his screen.

The beautiful Tamina from the movie speaks to the player and explains to him that he should watch the trailer and immediately enter the augmented reality game to answer 3 questions. If the player can answer all questions correctly he has earned 50 Movie Minutes value points that can be used on movieminutes.com. (A dvd can already be purchased with 90 Movie Minutes.) The Layar also gives the player access to an augmented cinema locator to find the nearest cinema and the option to share the game with his social networks.

The Dutch augmented reality company TAB Worldmedia is responsible for this first Augmented Reality outdoor campaign. The campaign will be served widely on all major outdoor media networks of JCDecaux, CBS Outdoor, Hillenaar (Clearchannel), Brouwer & Partners in the Netherlands and on the locations of 100 cinemas across the country.

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