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Ice Age Uses AR to Promote New Movie by Srdjan Toljagic
  • July 14, 2012
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Ice Age: Continental Drift has done a mobile augmented reality campaign with the help of Goldrun to promote its first showing in theaters. The free photo app is available for iPhone and Android devices.

Hosting a groundbreaking film experience, GoldRun is taking the characters of Ice Age: Continental Drift out of the theater and into people’s homes. Families and kids around the world are able to play and take pictures with Scrat, Ellie, Diego, Shira and other favorite characters from the film.

“20th Century Fox used GoldRun to transport the Ice Age franchise out of the theaters into the lives of kids and families, turning the beloved characters into shareable virtual toys placed directly in the hands of fans,” Vivian Rosenthal, Founder and CEO of GoldRun, told brandchannel. “We are excited about the debut of our API which will allow any brand to easily integrate our virtual camera features into their existing apps, instantly bringing the fun of our virtual photobooths to their entire community.”

AR is catching on and a lot of other companies are using it as well. For instance, we all remember that live augmented reality from National Geographic, or Starbucks’ holiday AR app. But research says that the apps are still confusing. What do you think?

Also be sure to check out this augmented reality book that Carlton Kids made for the movies promotional purposes.

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BY Srdjan Toljagic

Author

Srdjan Toljagic
Balancing between business and fun, but always finding them co-dependent, Srdjan is a marketing and guitar wiz from Novi Sad, Serbia. Studying Graphic Design, but focusing on becoming an expert in the marketing field. He is an energetic, verbose, and sometimes over passionate individual.
As an independent online daily brand journal, Branding Magazine represents an insightful source of news and opinions from the industry. Founded in March 2011 by a team of young professionals passionate about brands and design, the magazine has since become one of the principal sources about branding on the web.
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© 2013 Branding Magazine. All rights reserved.
As an independent online daily brand journal, Branding Magazine represents an insightful source of news and opinions from the industry. Founded in March 2011 by a team of young professionals passionate about brands and design, the magazine has since become one of the principal sources about branding on the web.