Paramount’s Sonic the Hedgehog is the big hit of the coronavirus pandemic.
The animated feature is one of a handful of high-profile titles that received an early digital release, at a premium price, at the end of March.
It was subsequently released through traditional digital channels, as well as Blu-ray Disc and DVD, and has held onto the top spot on the weekly physical media sales charts, published by NPD VideoScan, for five weeks.
One of the more interesting aspects of Paramount’s marketing campaign for the film, based on the popular video game franchise, was an app that, through augmented reality technology, allowed users to create their own videos with characters and other elements from the film, and then post the results on social media.
The result was a flurry of TikTok videos in which fans appeared to “dance” or otherwise interact with Sonic — including one, with more than 125,000 likes, in which Sonic keeps appearing on a girl gamer’s Fortnite screen until she finally says, “All right, Sonic, you win — I’ll watch your movie.” In all, the campaign reached tens of millions of consumers in the United States in a few short weeks.
The augmented reality (AR) component of the Sonic campaign is the work of a company called Fuseit, whose patented AR platform specializes in brand content creation.
Partnering with clients that range from Coca-Cola to Old Spice/Procter & Gamble to the major Hollywood studios, the company’s AR technology lets anyone create a professional-looking video with whatever image or icon the client brand chooses — all in real-time, with just one click.
Fuseit was launched in 2017 by Liat Sade-Sternberg, an Israeli businesswoman and entrepreneur who now lives in Los Angeles. Prior to launching the company, Sade-Sternberg was the first Israeli women to win MIDEMLAB, the leading startup competition of the music industry. She also served as the VP of sales and marketing at Babylon, an Israeli public company that provides translation software.
“The concept behind Fuseit is to utilize content in innovative new ways to significantly increase consumer awareness and fan engagement with brands, and generate a solid ROI,” Sade-Sternberg says. “While current consumer engagement on social platforms has sagged to 1% or less, we understand that advertisement methods must change, and augmented reality can boost advertiser results 50% or more while they gain a deeper engagement with their consumers/fans.”
Fuseit’s AR technology has been previously utilized by Warner Bros. to promote the theatrical releases of The Lego Movie 2: The Second Part and Godzilla: King of the Monsters.
“It really comes from an understanding that marketing and social media have changed, and will continue to change, rapidly, and so much of the advertising is really not working,” Sade-Sternberg says. “Marketers are spending more and more money on Facebook and Instagram and other social platforms, but they’re getting less and less impactful results than they used to. Consumers desire real engagement. These days, when brands are boycotting Facebook ads, adopting digital innovations such as Fuseit is more important than ever.”
She also believes Fuseit’s technology is more relevant than ever during the COVID-19 pandemic since shelter-at-home orders, business closures and event cancelations have led to a steep decline in live engagement opportunities.
“If you want to really engage with your customers, and with your fans now,” Sade-Sternberg said, “the only way to do it is through augmented reality. Now you can meet consumers in their homes and on their social feeds, and do it fast, easily and cost-effectively utilizing the content the brands already have.”