Augmented Reality used to promote Transformers 2 Revenge Of The Fallen

by Adam Vahed 1 July 2009 18:55

To promote Transformers: Revenge of the Fallen, Paramount Pictures International created an augmented reality website which allows you to wear a virtual Optimus Prime mask.

It’s pretty easy to set up if you already have a web camera attached to your computer. The website recognizes your face in the video using facial recognition technology and virtually inserts the mask, tracking the movements of your head. If you've never seen this kind of augmented reality in action, do check it out, as it's a lot of fun.

‘We Are Autobots’ was developed using the original 3D models of Optimus Prime and Bumblebee that appear in the film. Check out the following video demo or head on over to the website

Dan Light, Head of Interactive at Picture Production Company, said: “We are always looking for new ways to engage with movie fans; however, augmented reality has exceeded all our expectations; it has allowed us to take fan interaction to a new level, creating an engaging movie marketing experience that has never been seen before.”

The website achieved 82,000 web visitors in 1 week, with users having a 3 minutes average experience time. To date over 2 million people have taken the AR experience.

This project was developed for PPI by one of Total Immersion's development partners in the States. If you'd like us to do the same for you then please get in touch.

Update Dec 24th 2009:

Augmented Planet today announced the winners of the 2009 Readers Choice Awards. This is the first year of the awards which have been designed for real users to vote on exemplary augmented reality solutions across both mobile and the web.

Total Immersion has been awarded by Augmented Planet Readers Choices Awards as Best Web Based Augmented Reality Demo for “We are Autobots” created for the Transformers movie with PPC.

In 2009 we saw some excellent examples of how augmented reality can be used as a marketing tool to promote Hollywood movies (District 9 and Avatar). We predict that 2010 will see augmented reality being used widely as a promotion tool for all major movies!

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Face Tracking