Jurassic World Eats Pokémon Go at Augmented Reality App Marketing
But Pokémon Go is a game, not a marketing experience. While it offers sponsorship opportunities, it does little to prove the role AR can play in a marketing campaign. That's where Jurassic World Alive is different.
This new, geolocation augmented reality game is, as Polygon puts it, "Pokémon Go, but With Dinosaurs." And while it is stand-alone game with its own revenue model via in-game purchases, the entire experience was created through a partnership between Universal and Ludia, with built-in partnerships with AMC and Walmart.
There are several in-game mechanisms that allow Universal to use the app as a marketing base. For example, an in-game message system allows the brand to send marketing messages to every player. And an in-game news feed lights up with notifications whenever a new offer hits. The news section also links to the movie's social media properties, and has a prominent banner reminding players to get their tickets at any local AMC.
The partnerships with Walmart and AMC are built right into the app. Each brand has special "supply drops" at its locations that give players generous bonuses for entering the storefront and engaging.
When Walmart has a new supply drop, players are greeted with a full-page ad telling them to pick it up a their local Walmart.
See the full story here: https://www.targetmarketingmag.com/post/jurassic-world-eats-pokemon-go-at-augmented-reality-app-marketing/