Branded webAR experience used by 70% of guests and part of 6-week initiative to drive Emmy nominations
Consulting: Concept creation
Delivery: Multi-level game mechanics
Tech: Web AR, 3D modeling
The exclusive event would welcome esteemed guests at a location in LA, and we needed to create a WebAR experience that would spark conversation and educate them about the craftsmanship that went into making each show. It also needed to involve gamification, to incentivize users to move around the venue and learn about all the exhibits. As it was a live, one-time event, there was no room for error. The pressure was on to be fully ready for launch day.
We created and deployed a branded WebAR experience that was used by 70% of guests. It brought a digital layer to an exclusive exhibition that formed part of a wider, 6-week event involving 2.5 million social media engagements and 21 entertainment trade publications.
Not only did the AR experience generate conversation and connection between guests, it also helped them to navigate a busy environment. Thanks to the gamified elements, users knew exactly where to go and what to see next, influencing the flow of traffic in a frictionless way. It also offered a paper-free information delivery system — an evolution from previous years which had relied on placards.
The new technologies used enabled Prime Video & Amazon Studios to elevate the way in which collateral from the key titles were showcased and perceived. WebAR offered a differentiator, making the event feel as fresh and creative as the shows on display. Here’s what an executive at Cartwheel, an experiential marketing agency involved in the project had to say:
“It was an easy decision to partner with Rock Paper Reality. With their premium 3D work and next-level immersive storytelling capabilities, we knew they’d deliver something unforgettable.
The AR experience surpassed expectations and educated attendees on the detailed craftwork that went into making the shows. It will no doubt have a positive impact on voting results for the Emmy Awards.”Executive
TALK TO US
If you’re ready to launch an event-based webAR experience, we’d love to hear from you. Get in touch today.
Stay in the know
Sign up to our newsletter for exclusive updates and content, delivered directly to your inbox.