Microsoft allows fans to 3D-print ‘The Key to Erebor’ as part of promo activity around new Hobbit film
Warner Bros and Microsoft Advertising are enabling fans to 3D-print an artefact from The Hobbit: Desolations of Smaug as part of the campaign supporting the film’s release. Running on Microsoft platforms – MSN, Xbox 360 and Windows 8 – the campaign aims to give consumers deeper insight into the film, with additional features, including information about key characters, events and artefacts from the movie, actor biographies, behind-the-scenes videos and desktop wallpapers available for download. Central to the activity is the in-App’s creative on Windows 8, which has offered Hobbit fans a free blueprint download for a 3D-printed model of ‘The Key to Erebor’ – a major artefact in the film’s plot. On 13 December, the day of the film’s release, fans will be invited to download the blueprint from the app ad and connect to any 3D printer to produce their own collectable memorabilia. “By working closely with Warner Bros. UK and its UK agencies, PHD and Think Jam, we’ve been able to co-create a digital advertising solution that is truly at the forefront of global innovation,” explained Owen Sagness, general manager for Microsoft Advertising and Online UK. “By offering fans a blueprint for a 3D model of one of The Hobbit: The Desolation of Smaug’s ‘key’ artefacts, we’re providing a genuinely valuable and unique experience that puts the consumer first, while continuing to deliver for the client and push the boundaries of what is creatively possible using new technology,” he added. As well as the Windows 8 activity, the Xbox 360 Landing Experience has been Kinect-enabled to add to the experience with voice and gesture controls. There are also links to watch the first instalment, The Hobbit: An Unexpected Journey through the Xbox Video app. On all platforms, the campaign call-to-action drives consumers to the movie website, where they can book tickets to see the new film.