Into The Storm uses AR in outdoor campaign to promote release date

Village Roadshow is promoting the September 4 release date of natural disaster film Into The Storm with an outdoor campaign which gives audiences a glimpse into what it would look like if a tornado ripped through the street.

Cross-posted from mUmBRELLA

Created by Grand Visual and JC Decaux, the campaign uses AR technology. The outdoor panel was transformed into a window through which pedestrians could watch a storm unfold.

Grand Visual digital director Ric Albert said: “Using AR to pull a city street corner into the eye of a tornado creates a level of engagement that static outdoor media can’t match. It becomes a talking point, and gives people a taste of the experience that Into The Storm brings to the cinema.”

It follows on from the teaser campaign which was a YouTube video capturing a man’s attempt to capture a selfie with a dust tornado in Australia’s outback.

Created by production company The Woolshed and Terry Tufferson (creator of the recent YouTube video ‘Man Fights Off Great White Shark’), the video aimed to bring the film to life.

Roadshow Films deputy marketing director Rob Moore said: “When you’re marketing to a youth audience the size of your budget is nothing next to your ability to inspire conversation. With our partners at The Woolshed we’ve been able connect with, and entertain our audience in a way that just wouldn’t have been possible with paid media alone.”

What do you think?

Pepsi did a similar outdoor AR bus shelter campaign a while ago. It’s a fabulous use of AR technology. So tell AustAR Labs and its readers what you think by posting your comments below.

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