Introduction to Augmented Reality Experience
DC Comics, in collaboration with its parent company WarnerMedia and Ally Financial, has launched an revolutionary augmented reality (AR) experience called Milestone ARchives. This unique experience allows users attending South By Southwest (SXSW) to virtually meet and interact with superheroes Static, Hardware, and people from Icon & Rocket.
What is Milestone ARchives?
The Milestone ARchives experience uses Snapchat to bridge in-person experiences with AR, enabling visitors to explore the characters’ backstories through filters and interactive games. This activation is a component of a broader creator-focused initiative amongst DC Comics, WarnerMedia, and Ally to coach and create opportunities for Black and diverse storytellers within the comic industry.
The Purpose of the Initiative
The initiative marks a greater give attention to creators for Ally, with the financial company aiming to achieve younger audiences through AR technology and positioning itself as socially conscious. The campaign is supported by a video titled "Superfan," which encompasses a conversation between Denys Cowan, co-founder of Milestone Media, Feon Cooper, and Kareem Burton, co-owners of Black Star Collectibles. The conversation highlights the shortage of Black representation within the comic book space within the Nineteen Nineties and the way Milestone Media ignited the concept for the collectibles store.
The Impact of the Comic Book Industry
Comic books have made a remarkable comeback, with sales reaching an all-time high of $1.28 billion in 2020, up 6% from the previous 12 months. DC Comics stays the second-largest player in the sport, capturing 29.29% of the market. The company is trumped only by Marvel Comics, which holds 40.20% of the market.
Ally’s Focus on Equity and Inclusion
The next installment within the series, "The Power of Representation," highlights how Ally is specializing in equity and inclusion each inside and outdoors of the organization. The vignette was made in partnership with Courageous Studios. According to Andrea Brimmer, Ally’s chief marketing and public relations officer, "Ally is concentrated on improving financial literacy, economic mobility, and access to opportunities and products that help all communities gain financial stability and independence."
Conclusion
The partnership between DC and Ally is the newest attempt by the financial services company to integrate itself into popular culture through mobile tech and social media creators. With AR experiences being a mainstay of the corporate’s promoting profile, this initiative is a big step towards reaching younger audiences and promoting diversity and inclusion within the comic book industry. By leveraging the ability of AR and social media, Ally goals to make a long-lasting social impact and supply generation-changing opportunities for Black and Hispanic communities.
