In a First, Sony and Snapchat Employ Augmented Reality With ‘Jumanji’ Release

With the March 20 release of Jumanji: Welcome to the Jungleon 4K UHD Blu-ray Disc, Blu-ray Disc and DVD, Sony Pictures Home Entertainment is bringing the jungle to life for fans with an augmented reality experience through Snapchat.

In the first of its kind for a home entertainment release, when consumers purchase a copy of the film on disc at any retailer and scan the Snapcode on the front, the packaging elements will start to move, making their way across the retail environment and encouraging people to follow it with their camera phone. Once scanned through the app, users can explore a 360 jungle with a hippo jump-scare and a message from Dr. Smolder Bravestone (Dwayne Johnson) telling consumers that the next adventure lies inside the packaging. Upon opening the packaging, consumers can scan the insert inside the box which will trigger a second experience that brings the characters from Jumanji to life.

“Given the incredible box office success with Jumanji: Welcome to the Jungle, we are continuing the consumer excitement into the home entertainment window by partnering with Snapchat in this groundbreaking AR packaging experience to drive in-store retail engagement and physical product purchase, while giving consumers a new way to interact with the Blu-ray and DVD and share their experience.” said Nicole Longo, Sony director of marketing.

“Much like they reimagined Jumanji itself, Sony Pictures Home Entertainment has thoughtfully reframed AR marketing to drive sales for their home entertainment release,” said Jeff Miller, head of creative strategy, Snap. “Their Snapchat lenses set a new bar for contextual augmented realityintegration with physical packaging.”

In addition to having the Snapcodes on the front of the product, the codes will also be on in-store retail signage and displays. Sony also will employ national TV spots, digital marketing, social media, radio and on-platform ads on Snapchat to support the AR effort.

The film earned more than $400 million at the box office.

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