Augmented reality already seemed like the ideal technology to advertise for a movie based on the premise of being sucked into a video game world the first time around. For the sequel, how about two times the immersion?
After previously working together to create a web-based augmented reality ad for the critically-acclaimed Spider-Man: Into the Spider-Verse, the team of digital ad agency Trigger and web-based AR platform maker 8th Wall, along with the Amazon Sumerian development engine, have reassembled to create an immersive advertising experience for Jumanji: The Next Level, which is now in theaters.
The AR experience is available on mobile browsers. After a short introduction from franchise star Dwayne "The Rock" Johnson, visitors are prompted to accept permissions and place a virtual map onto a flat surface.
Within the experience, visitors can explore three AR scenes (The Dunes, The Moat, and The Fortress), each influenced by the movie. Every scene allows visitors to view clips from the movie, image galleries, and other interactive experiences.
There's another wrinkle with this AR experience. Using Amazon Sumerian's built-in voice features, visitors can navigate between the AR scenes. Visitors can also say "buy tickets" to jump to the film's online box office.
But that's not all. One of the side quests of the AR experience is labeled "Take a Next-Level Selfie." Proceeding there takes visitors to another site where they can jump into a virtual photo booth with three characters of their choice. The chosen characters mug for the camera as photos are snapped.
Sony Pictures also applied augmented reality via Snapchat to its promotion of Jumanji: Welcome to the Jungle for its theatrical release and as a feature in its Blu-Ray and DVD release. Additionally, The Rock appeared in an AR-enabled cover of Entertainment Weekly in conjunction with the release.
This new Jumanji AR promotion is just the latest in a series of high-profile ad activations that 8th Wall has landed with its web-based AR platform this year alone, including experiences for MillerCoors, Toyota, and Intimissimi, as well as another Spider-Man: Into the Spider-Verse promotion for the home video release (but with a different ad agency and development platform).