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The Emoji Movie
Sony Pictures
Sony Pictures launched an interactive campaign for The Emoji Movie on Eat Street @ Westfield London to promote the summer release. The campaign, created by Feref and planned by MGOMD and Talon, utilised On screen AR technology to create an interactive experience for the audience.
The challenge was making the Emoji characters the campaign’s focal point, engaging families during the holiday season.
Sony leveraged On screen AR to create an immersive, interactive experience. It enhanced engagement by superimposing emoji characters from the movie onto participants’ heads, which were triggered by facial detection. The campaign maximised exposure by taking advantage of the lunchtime slot from 1 pm to 3 pm daily for a week.
- Territory United Kingdom
- Date July 2017
- Category Ents/Leisure
- Format Creative Solutions
- Objective Consumer Activation, Consumer Experience
- Agency MGOMD and Talon
This campaign is an excellent example of how On Screen AR technology can create a fun and passive interaction, creating an emotional response that multiple participants can enjoy simultaneously.
- 672% increase in dwell time
- 993% increase in attention time
- 898% increase in watchers compared to the same time on an average day
“Our challenge for this release was to bring to life our Emoji characters making them front and centre of the campaign. The activity at Westfield is a great example of how we can do this in a fun and engaging way while simultaneously delivering entertainment to families during the holidays.”
Stuart Williams
Marketing Director, Sony Pictures Releasing International
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