Warner Bros. decided to launch an international Digital OOH campaign, designed to give fans and moviegoers a taste of what it’s like to become their favourite DC Superhero.
The campaign invited the user to “choose your side” by interacting with the touchscreen and taking their picture. A personalised Augmented Reality movie would begin to play. It featured the user in their chosen superhero costume with motion graphic visual effects overlaid. The user could then capture their personalised film poster and share it online via Twitter, Facebook or Email.
Localised executions took place in busy cities including Stockholm, Denmark, Amsterdam and Sydney. Overall, 3.5% of interactions resulted in a Social Share or Pickup and the movie received a massive spike around its release date!