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Augmented and Mixed Reality Fan Experience

The “Light as a Feather” AR Experience explores the future of what an interactive television series could look like in the era of spatial computing. In this experience, the actors of the show “Light as a Feather” are captured using Volumetric Video which allows audiences to explore their environment and their favorite characters in 3D from all angles, creating new ways for viewers to direct their own individual experiences. Not only are audiences able to explore their visual space, but they are also able to explore their physical space by interacting with a mixture of real and digital objects to interact with and affect the story.

As interactive storytelling and branching narratives become more and more widespread, understanding how to take advantage of all of these technologies will be crucial to the success of entertainment in the future. The LAAF AR Experience is the first of its kind to explore a television series in an interactive and volumetric landscape using a Magic Leap device and is a great look into how more series can be adapted for hands on opportunities for audiences to feel further connected with brands.

CASE STUDY VIDEO

Objective

To promote the season 2 return of the hit Hulu show Light As A Feather, Awesomeness endeavored to create a tech-forward, interactive storytelling event activation that would give fans a uniquely immersive augmented and mixed reality experience that placed them at the center of the series alongside their favorite characters.

Strategy

Awesomeness, the leading studio for Gen Z, partnered with ViacomXR, an innovation lab focused on emerging VR and AR technologies, and Magic Leap, a spatial computing company, to give attendees an all-new Light As A Feather XR Experience at VidCon.

Tactics

Create an immersive-on-all-fronts experience that incorporates 3 major elements to supercharge the growing series buzz among fans: 1) Using volumetric video to allow audiences to explore their environment and their favorite characters in 3D from all angles in the Magic Leap and Mixed Reality Cube 2) Leveraging the popularity of the series’ social influencers cast, who together reach a combined 47M followers and 3) Further engaging fans around VidCon by creating a first of its kind AR lens scavenger hunt.

Execution

Debuting at VidCon, fans were able to join the cast of the hit Hulu series in a two-part augmented and mixed reality experience on the convention floor. The mixed reality cube gave fans the opportunity to play the game light as a feather with lifelike avatars of the cast, along with creating a unique video of the experience to share on social. Through the Magic Leap headset, fans were able to fully immerse themselves in the world of Light As A Feather by experiencing digital objects interacting with the physical world around them by completing an augmented reality scavenger hunt. Magic Leap’s spatial computing technology allowed us to combine computer vision and artificial intelligence to seamlessly integrate virtual content into the real world around us. To further engage fans with the activation, attendees were encouraged to explore the VidCon plaza by finding each of the five characters from the fan activation by scanning a Snap code. Upon finding each character, the fan will be given clues to find the next character. Upon finding all 5, attendees were able to win a special prize. The AR lens is the first lense to utilize volumetric capture.

Evaluation of Success/ROI

The LAAF augmented and mixed reality fan experience is the first-ever volumetric XR narrative to explore a television series in an interactive and volumetric landscape using a Magic Leap device and is a great look into how more series can be adapted for hands on opportunities for audiences to feel further connected with brands. The XR experience allowed Awesomeness and ViacomXR to be at the cutting edge of where technology meets storytelling, all while pushing the bounds of what the next generation of entertainment can be for Gen Z. By throwing traditional marketing out the window, Awesomeness embraced the power of next generation XR technology, making the season 2 launch of Hulu’s Light as A Feather not just a trend-worthy, buzz-building success among Gen Z influencers – but also a boundary breaking step towards the future of entertainment.

Phase 2 of the XR activation will be launched in October timed to the launch of the final eight episodes of Season 2

VIDCON MAGIC LEAP BOOTH

Through the Magic Leap headset, fans were able to fully immerse themselves in the world of Light As A Feather by experiencing digital objects interacting with the physical world around them by completing an augmented reality scavenger hunt.

MIXED REALITY CUBE

The mixed reality cube gave fans the opportunity to play the game light as a feather with lifelike avatars of the cast, along with creating a unique video of the experience to share on social.

SNAPCHAT AR LENS SCAVENGER HUNT

VidCon attendees were encouraged to explore the VidCon plaza by finding each of the five characters from the fan activation by scanning a Snap code. Upon finding each character, the fan will be given clues to find the next character. Upon finding all 5, attendees were able to win a special prize. The AR lens is the first lense to utilize volumetric capture.