Your friendly neighborhood Spider-Man returns to AR for some superhero selfies.
‘Spiderman: Into the Spider-Verse’ arrives in theaters December 14th and if early reviews are any indication, Marvel may have yet another hit on their hands. The cross-dimensional animated feature boasts an absolutely stellar voice cast comprised of Jake Johnson (Peter Parker/Spider-Man) and John Mulaney (Spider-Ham), to Nicholas Cage, Liev Schreiber, and Hailee Steinfeld, just to name a few.
Naturally, Sony has engaged in an all-out media blitz in advance of the much-anticipated release. Alongside their usual helping of on-air advertising, merchandise, and various other promotional content, the company has turned to augmented reality for a unique Web AR-based mobile experience that allows fans of the franchise to strike a superhero pose alongside a variety of interdimensional Spider-Men.
“The Spider-Verse Web AR Experience demonstrates how established brands can dramatically enrich their customer experiences and better engage with their fans,” said Erik Murphy-Chutorian, CEO at 8th Wall. “Augmented reality allows consumers to dive deeper into the worlds of their favorite products and characters.”
“Sony Pictures has deepened and enriched the Spider-Man experience with the innovative work they’ve produced with Trigger and 8th Wall, and powered by AWS. It’s the perfect example of how AR for the web is the best new medium for brands to make their content come to life while increasing the accessibility and interactivity of their stories.”
Currently, only Miles Morales (Shameik Moore), the film’s main protagonist, is accessible. However, it’s more than likely we’ll be seeing several other web-crawlers make their way to the experience in the near future.
“Spider-Man is in our DNA. My team has been a digital developer since the first Spider-Man film and Trigger has been developing AR for Spider-Man properties at Sony Pictures since 2014,” says Jason Yim, CEO and Executive Creative Director for Trigger. “We’re excited to continue this longstanding collaboration with this experience for Spider-Man™: Into the Spider-Verse.”
“We believe Web AR is the final barrier for mass adoption of AR and we are honored to be part of the first large-scale web AR campaign with Sony Pictures, AWS, and 8th Wall as partners. Web AR will not only become the first entry to AR for most audiences, but it will build a foundation of behavior that will lift adoption in social, mobile and head-mounted AR.”