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Check This Out: Transformers 2 Augmented Reality Promo
June 16, 2009
Source: WeAreAutobots.com
by Alex Billington
With Transformers: Revenge of the Fallen arriving in theaters in only 8 more days, Paramount is launching the last of their interactive marketing. The latest website they've launched involves augmented reality, which is becoming an increasingly popular little marketing tool in Hollywood. You may not know what augmented reality is, but you've probably seen it and you'll get a little demo with this. Basically, using your own webcam, augmented reality adds interaction to "your world" by digitally projecting an Autobot onto the video from your camera's feed. If you have a webcam, it's a fun little promo worth checking out.
All you need to do is visit: WeAreAutobots.com. From there you can follow the instructions for one of two scenarios: either have Bumblebee appear (and maybe even Megatron) or have Optimus Prime's head appear on your own head. I've included an example shot of Bumblebee on my iPhone above, as you can see. Like I said, it's a fun little promo, but I have yet to see augmented reality really put to use to the point where it really makes a difference. It's based on a technology that recognizes various symbols that you print out and it could be used in some very cool ways. We'll see if any other big studios pick up on it anytime soon.
We Are Autobots was developed using the original 3D models of Optimus Prime and Bumblebee that are seen in Transformers: Revenge of the Fallen. It was developed for Paramount Pictures Interactive by creative marketing agency Picture Production Company (PPC), working in conjunction with augmented reality specialists Total Immersion. Check out a video demo below or head over to: WeAreAutobots.com.
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Reader Feedback - 12 Comments »
1
Alex! What's up with the early buzz on Revenge?
Cat on Jun 16, 2009
2
perhaps you should mention that active-x is required…
pete on Jun 16, 2009
3
#1 - I'll let you know once I see it on Thursday…
#2 - I didn't know? Didn't need that on my Mac. 
4
you did you just have downloaded prior to this. but macs are still really badass
hoffin on Jun 16, 2009
5
I can't find where to get that logo you used with your iphone. Where is that?
Andrew on Jun 16, 2009
7
They've got the same thing going for Assassin's Creed too. You print out a design and the does the same motion tracking from your webcam(ideally Mac). Pretty cool stuff.
6 - It does nothing more than put a smile on people's face and gets people talking about the movie.
Nick Sears on Jun 16, 2009
8
9
i can't get to the optimus prime head feature, all i can get is bumblebee
tr1gun on Jun 16, 2009
10
The URL Alex has provided in his last comment links straight to Bumblebee, which runs in Flash. If you go to www.weareautobots.com and click on the 'Begin' button, that initiates the Optimus head experience, which does indeed require ActiveX
dan light on Jun 17, 2009
12
Transformers 2 was so bad, the worst movie of the year. A great grinding garbage disposal of a movie, Transformers: Revenge of the Fallen isn't so much a narrative film as a cacophonous series of explosions intermittently interrupted by needless dialogue. Call me old fashioned, but I like a little side story and character to go along with my order of big, loud special effects.
George on Aug 22, 2009