philip lelyveld The world of entertainment technology

Sony Pictures Digital Marketing Raises The Stakes On Augmented Reality With “Jumanji: The Next Level” Campaign

Teaming up with some of the top companies and brands – including Amazon, Candy Crush Saga, Snapchat, TikTok, and YouTube – the studio has created a wide range of experiences to whet the appetite for the movie.

"In Jumanji, players get pulled into the game and have to play it to survive.  We wanted to bring that experience to our campaign whenever we could," said Elias Plishner, Executive Vice President, Worldwide Digital Marketing & Data Analytics for Sony Pictures.  "Our partners, who know their platforms better than anyone, rose to the challenge by designing programs that push the boundaries of the technology.

In a collaboration with Amazon Web Services (AWS), the studio encourages fans to visit exploreJumanji.com, one of the first voice-activated AR experiences on the web, where they can go deeper into the world of Jumanji than ever before.

On Snapchat, the line between the real and Jumanji worlds also becomes blurred with a total of seven reality-bending AR experiences.

On YouTube, a Jumanji augmented reality experience invites viewers to do more than just watch the trailer. It invites them to see themselves in the desert, cloud forest, and arctic worlds of the film.

Candy Crush Saga is also getting in on the action. Now, players in 23 major markets can make their matches with an exclusive Jumanji-themed in-game integration - the first-ever full-sponsored brand takeover of Candy Crush Saga.

On the social media platform TikTok, the studio is running a Hashtag Challenge campaign with a custom branded effect ... A custom branded effect enticed users to put their hands up to the screen - motion activated technology then sucked users into the video game to the beat of a Jumanji soundtrack,...

See the full story here: https://www.prnewswire.com/news-releases/sony-pictures-digital-marketing-raises-the-stakes-on-augmented-reality-with-jumanji-the-next-level-campaign-300974257.html