Bringing the Jungle to Life
Introduction to an Immersive Experience
With the discharge of Jumanji: Welcome to the Jungle on 4K UHD Blu-ray Disc, Blu-ray Disc, and DVD, Sony Pictures Home Entertainment is taking the viewing experience to the following level. By integrating an augmented reality (AR) experience through Snapchat, fans can now delve deeper into the world of Jumanji.
The AR Experience
This revolutionary approach, a primary for a house entertainment release, allows consumers to scan a Snapcode on the packaging, bringing the jungle to life. The packaging elements begin to maneuver, encouraging users to follow them with their camera phone. Upon scanning, users enter a 360-degree jungle environment where they encounter a hippo jump-scare and receive a message from Dr. Smolder Bravestone, played by Dwayne Johnson, hinting that the following adventure awaits contained in the packaging. Opening the packaging reveals an insert that, when scanned, triggers one other experience, this time bringing the characters from Jumanji to life.
Partnership and Marketing Strategy
Sony Pictures Home Entertainment has partnered with Snapchat to create this groundbreaking AR packaging experience. The goal is to drive in-store retail engagement, promote physical product purchase, and offer consumers a brand new strategy to interact with the Blu-ray and DVD, in accordance with Nicole Longo, Sony’s director of selling. Jeff Miller, head of creative strategy at Snap, praises the trouble, stating it sets a brand new bar for contextual augmented reality integration with physical packaging.
Promotional Efforts
To maximize the impact of this AR experience, Sony won’t only include Snapcodes on the product packaging but in addition display them on in-store retail signage and displays. Additional promotional strategies include national TV spots, digital marketing campaigns, social media engagement, radio ads, and on-platform advertisements on Snapchat.
Box Office Success and Future Releases
Jumanji: Welcome to the Jungle achieved significant box office success, earning over $400 million. This AR initiative is a component of a broader technique to leverage the film’s popularity and drive sales for its home entertainment release. Sony continues to explore revolutionary marketing techniques, including the rebranding of its Crackle streaming service to Sony Crackle and the upcoming release of other movies like Proud Mary and Cover Versions.
Conclusion
The integration of augmented reality into the marketing strategy for Jumanji: Welcome to the Jungle represents a forward-thinking approach by Sony Pictures Home Entertainment. By offering an immersive experience that bridges the physical and digital worlds, Sony goals to captivate each old and recent fans of the Jumanji franchise, setting a precedent for future home entertainment releases. This initiative not only reflects the evolving nature of consumer engagement but in addition underscores the potential of revolutionary marketing strategies to reinforce the viewing experience and drive business success.
