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May 25, 2017

Seek AR App Brings The Mummy to Life

In a recent announcement, Seek, an augmented reality (AR) app, has made public its partnership with Universal Studios and Cinemark to promote the upcoming Tom Cruise Summer blockbuster, The Mummy.

According to the release, at more than 300 Cinemark locations nationwide, moviegoers who download the Seek app can go to the theater and open an AR Mummy sarcophagus for the opportunity to win $100 gift cards, concessions discounts, Universal Studios tickets, or free movie tickets from Fandango. The campaign will continue through June 10, 2017 with total of over 10,000 possible prizes and $15,000 in value.

In addition to Universal Pictures, Cinemark, and Fandango, Seek will be running campaigns for Samsung, Six Flags, Sprint, and dozens of other brands this summer.

"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,” said Jon Cheney, CEO, 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."

Augmented reality is becoming an ever larger and more important part of the mobile marketing mix for companies, with executions like Pokemon Go proving the concept can be successful if executed well, and as part of an endemic strategy.


Edited by Ken Briodagh

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