JWT Sydney and SEGA celebrate Sonic The Hedgehog twentieth anniversary with launch of an augmented reality campaign

The Sonic Vision – “Catch the Blue Blur‟ iPhone app allows fans to capture Sonic in the real world by locating augmented reality markers around the country using built-in maps and GPS.

To catch Sonic, players can point their iPhone at a poster and a gold ring appears on the screen.  Sonic speeds past onscreen and players have to respond quickly to capture him. The markers also appear on websites, banners, in magazines and on tv.  Over the coming weeks, additional ring locations will become available and automatically update the game map.

“JWT has recognised the rising prominence of mobile amongst gamers and created an experience that is a fitting celebration of a gaming icon like Sonic the HedgehogTM,” said SEGA marketing manager Neroli Baird.

JWT Sydney national creative director, digital and direct, Ashadi Hopper added: “Sonic the HedgehogTM is one of the world‟s greatest game franchises and it‟s a privilege to have been able to create a new Sonic experience for Australian gamers.”

The campaign runs until December 15.

JWT Sydney credits:

National creative director, digital and direct – Ashadi Hopper

Senior Art Director – Michael Malherbe

Senior Copywriter – Laurie Geddes

Copywriter – Ed James

Executive Creative Directors – Mark Harricks/Angus Hennah

Designer – Michael Kleinman

Designer – Daniella Adam

Account Management – Rob Nichol, Sabine Schusser, Angus Pragnell