Living promotes Supernatural through AR game | News | New Media Age
Living promotes Supernatural through AR game
Mon, 1 Feb 2010 | By Rufus Jay
Living UK is launching the UK’s “most advanced” alternate reality game to promote the new series of US drama Supernatural.
The Fight the Apocalypse game is based around collecting hidden symbols called Enochian Sigils which players have to locate, photograph and send via MMS to the campaign shortcode.
The symbols have been hidden online and at real-world locations across the UK. Each has a different number of points to help the user’s score. Clues to the Sigil locations will be delivered by Supernatural character Castiel (Misha Collins) in specially filmed sequences on the Fight the Apocalypse website.
Once located, symbols can be photographed on a handset and, using “ground-breaking” technology which recognises any image taken, are uploaded to the player’s profile. Players succeed by locating and photographing Sigils and building an online army of support. Players invite friends to join their army through email and Facebook.
The online and mobile portal allows Supernatural fans to create their profile and contact friends to join their army and manage their game and collection of symbols.
The countdown to the start of the game will be broadcast on Twitter. Followers of the Fight the Apocalypse Twitter feed will be given tips and additional mini-challenges to win extra prizes.
UK fans for the show will be targeted through fan sites, forums, Facebook communities and blogs. Living wants to get fans to become facilitators and encourage the sharing of clues and hints.
The game design, website, mobile portal and bespoke content have been created by Candyspace Media. The game will be supported by a TV, outdoor and press campaign to create awareness of Supernatural’s move to Living. The campaign will begin this month with media planned/bought by Manning Gottlieb OMD.
doesn't look like one can play this fully outside the UK...