Warner Brothers Games was releasing a new game called The Lord of the Rings: Aragorn's Quest. The objective was to reach Boys 8-12 and virally drive them to interact with the Aragorn's Quest brand.
MoreYellow came up with the concept to drive users to a site where user's could create their own Augmented Reality videos, then they were incentivized to socially share these videos with friends.
The beginning of the campaign started with Print Initiatives. Once a month, a new ad was released with a collectible trading card. The ad directed users to the site where they could use their trading card to launch an Augmented Reality power.
The user would use the symbol on the back of the collectible card to activate the Augmented Reality power on the website. Which they could record to share with their friends.
The results came in very positive. Through the Print and Rich Media initiatives we ended up with over 120,000 hits to the site, with an average of over 4 minutes of time spent interacting. Over 3 hours of User Generated Video was created and shared through Facebook.