Jurassic World AR stickers linked to the DVD and Blu-ray release of the movie take Facebook ads out of your feed and into the real world
Facebook is a strange place these days. It is hard to put your finger on who is using the social network as tales of younger users abandoning Facebook for Snapchat and Instagram just won’t go away. Add to that the auto-playing video ads, and constant attempts to create new products and ways of engaging with users and it is hard to put your finger on what a normal Facebook experience is like these days.
In spite of all the social network’s public image woes recently, Facebook’s gaze is fixed firmly on the future. This may be contributing to its lack of definition, but it does mean that some of the new things we’re seeing are quite innovative. While Facebook is certainly guilty of cramming more ads into every part of the social experience, a recent attempt to use AR (Augmented Reality) as a way of enhancing the ads for both vendor and customer has been impressive.
The latest AR innovation from Facebook takes the ad out of users’ news feeds and into the real world and looks set to genuinely excite kids up and down the country. Facebook has teamed up with Universal Pictures Home Entertainment to help promote the DVD and Blu-ray release of Jurassic World: Fallen Kingdom.
The promotion links the Facebook app on your phone to over 17,000 locations across the U.S. where the movie will be on sale. At each location is found a QR code that, when scanned, will show the deadly Indoraptor right there in the real world. Anybody who buys a copy of the movie will get a code that will enable them to take the friendly raptor Blue home with them.
You hunt the virtual dinosaurs in the stores and when you find them, if you buy the movie, you get to take your very own dinosaur home with you. Say what you want about the movie, but this ingenious way of promoting its release on physical formats is bound to move some discs.
This move is the first time Facebook has used its platform to get people out shopping in the real world. It isn’t hard to imagine that Universal must have paid the social network a huge amount of money for the privilege. It is a massive break from the norm as, although Facebook has been experimenting with AR for some time, it has never done anything quite like this before. We’ll keep our eyes open for more stuff like this, so stick with us to stay up to date.