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Sony Interactive brings the Brandenburg Gate to life digitally: an agumented reality gimmick advertises the PlayStation 5.
„Play has no limits“ (Play knows no borders) – this is the global slogan with which Sony Interactive is promoting the PlayStation 5. To match this, the Berlin agency Departd has implemented an augmented reality experience for the smartphone tool Snapchat, which is especially popular with young people: Anyone looking at the Brandenburg Gate or Munich City Hall on Marienplatz through the mobile phone camera will receive the Request on the display to activate the associated ‘Snapchat Lens’.
This adds animated 3D elements to the famous sights, such as giant chess pieces or ‘dimensional gates’ – reality and virtuality merge. The augmented reality campaign is linked with a competition, which has a PlayStation 5 console including controller, headset and Ratchet & Clank: Rift Apart up for grabs (closing date: January 31, 2022).
Users who will neither be traveling to Berlin or Munich in the near future nor using Snapchat can also take part in the raffle.
The marketing campaign is advertised on TikTok, Instagram and Snapchat, among others. main actor in the official promotion spot are the influencers Luca (Concrafter / Laserluca – 4.58 million YouTube subscribers) and Rewinside (3.29 million YouTube subscribers).
“The claim ‘Play has no limits’ inspired us to show the limitless possibilities of AR experiences for campaigns”, explains David Scholl, Head of Conception at Departd. “Spectacular landmark campaigns are an ideal lever to reach the national stage with local experiences via social media.”
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