Sony Interactive brings Brandenburg Gate to life digitally: an augmented reality gimmick advertising PlayStation 5.
“Play has no limits” (Play knows no bounds) – This is the global slogan with which Sony Interactive is promoting the PlayStation 5. To match this, the Berlin Agency Department has implemented an augmented reality experience for the smartphone tool Snapchat, which is particularly popular with young people: viewing the Brandenburg Gate or Munich City Hall on Marienplatz via a mobile phone camera. Anyone with a request will receive a request to activate the respective ‘Snapchat Lens’ display.
It combines animated 3D elements in famous landmarks, such as giant chess pieces or ‘dimensional gates’ – merging reality and virtuality. Augmented Reality Campaign Connected with a competition, which consists of a PlayStation 5 console with a controller, headset, and Ratchet and Clank: Apart from the Rift For Grab (Last Date: January 31, 2022).
Users who will neither travel to Berlin or Munich nor use Snapchat in the near future can also participate in the raffle.
Marketing campaigns are advertised on TikTok, Instagram, and Snapchat, among others. main actor in the official promotional site Luca (Concrafter / Laserluca – 4.58 million YouTube subscribers) and Rewinside (3.29 million YouTube subscribers) are impressive.
“The claim ‘play knows no limits’ inspired us to show the limitless possibilities of AR experiences for campaigns”, explains David Shawl, Head of Conception at the Department. “Fantastic historical campaigns are an ideal lever to reach a national platform with local experiences through social media.”
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