Digital Signage Campaign Uses Augmented Reality (AR) to Engage Shoppers

SEEN & NOTED: SYDNEY, AUSTRALIA  – SEGA has launched a digital out-of-home advertising campaign in shopping centers across Australia that uses a new augmented reality (AR) enabled iPhone gaming app to engage consumers. SEGA has partnered with EYE, a digital out-of-home media company specializing in airport, retail, roadside and university media, to reach shoppers in prime locations via Eye Shop in shopping centers that include Westfield, one of Australia's largest retailers.

SEGA's advertising campaign marks the 20th Anniversary of Sonic the Hedgehog, and launches Sonic Generations, an updated version of the classic video game that delivers the definitive gaming experience for Sonic fans both new and old. The objective of the "Catch the Blue Blur" AR-enabled game app is to rack up points by finding and capturing Sonic's image as he collects gold rings on screen. Players can guess when Sonic is approaching by using sound and visual cues supplied by the app. SEGA's Sonic Vision: Catch the Blue Blur augmented reality application enables players to earn points when they capture an image of Sonic on their smartphone. Players can then upload their highest scores to a leader board, share the experience via Facebook, and win prizes from SEGA.

The campaign will run for five weeks starting on Monday, November 7. The Sonic Vision application is available for download on iPhone 3GS and iPhone 4 users from www.sonicthehedgehog.com/getapp or directly from the iTunes Store.

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