Universal Plans The Mummy AR Promotion

At more than 300 locations nationwide, anyone who downloads “Seek” can go to Cinemark theaters and open the Mummy sarcophagus (in lieu of the standard “Seek” treasure chest) for the opportunity to win gift cards, concessions discounts, Universal Studios tickets, movie tickets and more.

The campaign will run through June 10 and will feature more than 10,000 possible prizes.

“The launch of the Universal Pictures campaign for

The Mummy

, tied in with Cinemark and Fandango, is another meaningful validation of what we’re doing,” says Jon Cheney, chief executive officer, Seek. “Delivering augmented reality content in a relevant and rewarding way is what Seek is all about–this campaign hits on every point of our mission.”