Smurfs: The Lost Village comes to the real world with augmented reality HoloLens game

Smurfs in the real world

Sony Pictures Animation is looking to generate excitement around the launch of its third big screen Smurfs movie, Smurfs: The Lost Village, with an augmented reality game for the Microsoft HoloLens.

AOL and OMD teamed up with the studio to stage a Smurfs invasion of players’ homes in a video game, accompanying the movie’s release.

Marking one of the first branded experiences on the HoloLens platform, the mixed reality experience tasks the team with exploring a mysterious world created by production company Unit9.

Elias Plishner, executive vice president of digital marketing at Sony Picture Entertainment, said, “Smurfs: The Lost Village takes moviegoers into the world of the Smurfs, and the HoloLens allows us to go one better: to bring our world and the Smurfs’ world together in a mixed-reality setting. It’s huge fun for the moviegoer that perfectly whets the appetite for the movie.”

Stuart Morris, executive director at OMD, added: “In the world of movie marketing, immersive storytelling is key for enhancing those moments when a consumer is engaging with one of our movie titles. By virtually immersing consumers within the world of Smurfs: The Lost Village, the AOL HoloLens experience is the perfect example of delivering key storytelling moments in a way no one has seen before. OMD’s close partnership with Sony Pictures Animation ensures that together, we are at the forefront of exciting, story-telling opportunities in a rapidly shifting technological landscape.”

The movie came to theatres 31 March.

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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