Toy geeks finally got the chance to live out their Optimus Prime role-playing fantasies, as we developed the world’s first interactive movie poster that recruited nearly one million humans to defend the Earth.
OBJECTIVE
Drive ticket sales and build buzz for the premier of Paramount’s Transformers: Dark of the Moon.
SOLUTION
We reinvented the movie poster. By using their iPhones (or iPads) and the Defend the Earth App, viewers could transform a special edition Transformers 3 poster into an Augmented Reality Game. Players got to defend the Earth against the evil Decepticons, then pick up movie tickets – right from their smartphone.
RESULTS
The app has quickly amassed over 1 million unique downloads with 400k clicks to buy tickets, doing its small part to defend Tranformers’ top spot at the box office.
Transformers: Dark of the Moon
Interactive Poster
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