A blue AR blur for Sonic the Hedgehog’s 20th year

ASIA-PACIFIC – SYDNEY, AUSTRALIA, NOVEMBER 9, 2011: JWT Sydney and SEGA have put together a utting-edge, multi-platform campaign based around an augmented reality app that can be used in conjunction with out-of-home, TV, magazines, online banners and websites in time for the 20th anniversary of Sonic the Hedgehog.

 

The “Sonic Vision – Catch the Blue Blur” iPhone app allows fans to capture Sonic in the real world by locating augmented reality markers around the country using built-in maps and GPS. 

 

 

To catch Sonic, players can point their iPhone at a poster and a gold ring appears on screen. Sonic speeds past onscreen and players have to respond quickly to capture him. The markers also appear on websites, banners, in magazines and on TV. Over the coming weeks, additional ring locations will become available and automatically update the game map. 

 

“JWT has recognised the rising prominence of mobile amongst gamers and created an experience that is a fitting celebration of a gaming icon like Sonic the Hedgehog,” said SEGA marketing manager Neroli Baird. 

 

JWT Sydney national creative director, digital and direct, Ashadi Hopper added: “Sonic the Hedgehog is one of the world‟s greatest game franchises and it‟s a privilege to have been able to create a new Sonic experience for Australian gamers.” 

 

Fans can submit their points to a leaderboard and follow the progress of other players and win Sonic prizes. 

 

The campaign runs until December 15.