Sony Pictures Raises the Stakes on ‘Jumanji’ AR Campaign

Augmented reality options will be available via “Snapchat,” “YouTube” and “TikTok.”

December 13, 2019

Sony Pictures Digital Marketing is putting moviegoers in the shoes of “Jumanji: The Next Level” characters with a digital campaign promoting the newly released film.

Teaming up with companies and brands including Amazon, Candy Crush Saga, Snapchat, TikTok and YouTube, the studio has created a wide range of “Jumanji”-themed experiences.

"In ‘Jumanji,’ players get pulled into the game and have to play it to survive,” says Elias Plishner, executive vice president, worldwide digital marketing and data analytics, Sony Pictures. “We wanted to bring that experience to our campaign whenever we could. Our partners, who know their platforms better than anyone, rose to the challenge by designing programs that push the boundaries of the technology. The only thing we aren't doing is sending gamers to Jumanji – we tried, but legal said no."

In a collaboration with Amazon Web Services, the studio encourages fans to visit ExploreJumanji.com, one of the first voice-activated AR experiences on the web, where

visitors can go deeper into the world of “Jumanji” than ever before. Built by Trigger and powered by AWS and 8th Wall, users who visit the website can say "show me Jumanji" to reveal exclusive content in the immersive web AR experience. Visitors can drop in on three locations from the film in detailed animation and find videos shot especially for the web AR experience featuring the cast. Users can say "buy tickets" to launch a new tab for the “Jumanji” ticketing page, bringing fans directly to the box office.

Snapchat, a total of seven AR experiences are available. A selfie lens sucks fans into a “Jumanji” runner game, where they can pick their favorite avatar and compete to avoid obstacles. Also, moviegoers can visit movie theaters nationwide to find photo-ops with 3D standees that are taken to the next level with Snapchat's marker-tracking AR technology. In virtual Los Angeles, Calif. and Paris, the TCL Chinese Theater and the Eiffel Tower become covered in desert sand and dune buggies; London's Natural History Museum and New York's Flatiron Building transform into tropical plant-filled jungles; and ice and snow submerge the Taj Mahal in India.

On YouTube, viewers can take and share selfies of themselves using their mobile devices in worlds directly from the “Jumanji” trailer. While watching the video, they can click on the "launch camera" button to enter the experience.

Candy Crush Saga is also getting in on the action. Players can make their matches with an exclusive “Jumanji”-themed in-game integration – marking the first-ever full-sponsored brand takeover of Candy Crush Saga.

On social media platform “TikTok,” the studio is running a Hashtag Challenge campaign with a custom branded effect inviting the “TikTok” community to join in. #TheJumanjiChallenge is a custom branded effect enticing users to put their hands up to the screen, with motion-activated technology then brigning users into the video game to the beat of a “Jumanji” soundtrack.

A web AR experience in Powster allows users to pose for selfies with the cast of the movie. Through interactive video technology, users can select group selfie companions from the full cast.

“Jumanji: The Next Level” is in theaters now.