AR and Digital OOH Promotes Cinematic Release of IT September 27, 2017 | Augmented Reality

The much anticipated cinematic remake of Stephen King’s 1986 novel ‘IT’, was released globally to critical acclaim and supported by an extensive digital OOH campaign.

The American supernatural horror film tells the story of seven children in the fictional town of Derry, Maine, who find themselves terrorised by an evil being in the infamous form of Pennywise the clown. The adaptation has become not just the highest grossing September release, but the highest grossing horror film of all time both domestically and worldwide.

To support the film release of ‘IT’, Grand Visual produced a wide range of digital assets, including original creative treatments which were hugely popular with the 30 Markets that were supplied.

Grand Visual also created a successful Augmented Reality activation for Brazil, Mexico and Spain with a social video from the Spanish application garnering over 100k views. The AR activation was created so that it could be easily executed for eager markets.

With a global marketing campaign for the film that saw wider experiential activations used, the AR element complemented the overall campaign. Such an extensive approach contributed to helping ‘IT’ break international box office records.

As film release marketing campaigns continue to expand and diversify, we are seeing an increased interest in new technologies and experiential activations and notable growth in overall digital OOH spend.

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