Check This Out: Transformers 2 Augmented Reality Promo
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.