Introduction to Sonic Vision
The multi-platform campaign in Australia, based around an augmented reality iPhone app called "Sonic Vision – Catch the Blue Blur", is a novel experience that mixes out-of-home, TV, magazines, online banners, and web sites. This campaign is designed to bring the Sonic character to life, allowing the general public to interact with the brand in a brand new and exciting way.
How the App Works
The app allows users to capture the Sonic character and gain points by locating augmented reality markers across the country using built-in maps and GPS technology. As users progress through the sport, additional locations will turn out to be available, robotically updating the sport map. This ensures that the experience stays fresh and exciting, with latest challenges and opportunities to earn points.
Behind the Campaign
According to Sega marketing manager Neroli Baird, the campaign was created by JWT, who recognized the rising prominence of mobile amongst gamers. The goal was to create an experience that may be a fitting celebration of a gaming icon like Sonic the Hedgehog. By leveraging the facility of mobile technology, the campaign goals to deepen consumer engagement and encourage fans to take part in a fun and interactive way.
Features and Prizes
To make the experience much more engaging, fans can submit their points to a leaderboard and follow the progress of other players. Users can even win Sonic prizes and share their scores on Facebook, adding a social element to the sport. This allows players to compete with one another, share their achievements, and showcase their skills.
Campaign Details
The campaign will run until December 15, giving fans loads of time to participate and compete with one another. With its unique mix of augmented reality, social sharing, and competition, the campaign is certain to be successful with Sonic fans and gamers alike.
Credits
The campaign was created by a team of talented individuals, including:
National creative director, digital and direct – Ashadi Hopper
Senior Art Director – Michael Malherbe
Senior Copywriter – Laurie Geddes
Copywriter – Ed James
Executive Creative Directors – Mark Harricks/Angus Hennah
Designer – Michael Kleinman
Designer – Daniella Adam
Account Management – Rob Nichol, Sabine Schusser, Angus Pragnell
Conclusion
The Sonic Vision campaign is an progressive and interesting experience that brings the Sonic character to life in a brand new and exciting way. With its unique mix of augmented reality, social sharing, and competition, the campaign is certain to be successful with Sonic fans and gamers alike. By leveraging the facility of mobile technology, the campaign goals to deepen consumer engagement and encourage fans to take part in a fun and interactive way. Whether you are a longtime Sonic fan or simply in search of a brand new and exciting experience, the Sonic Vision campaign is unquestionably value testing.
