Sony Ericsson unveils first AR football game

SONY ERICSSON   MTR   CAMPAIGN

Hong Kong – Making use of augmented reality (AR), Sony Ericsson launched a 3D football game for MTR passengers to turn into football players and show off their skills in front of a 52-inch TV screen.

Touted as Hong Kong’s first AR 3D game for the World Cup, “Sony Ericsson FIFA World Cup Competition” is set at Mong Kok MTR station. With face recognition and action tracking technology, passengers becomes a football player on a TV screen and are challenged to 'head' as many virtual footballs as possible.

Marisa Kwok, general manager (Hong Kong & Macau) of Sony Ericsson, said this is a prime opportunity to reach and engage its target customers.

“We appreciate MTR Advertising’s ever-innovating approach, which is in line with Sony Ericsson’s philosophy in always creating an entertainment experience that everyone can enjoy and take part in.”

Kwok added that this campaign also complements the rolling out of Sony Ericsson's Vivaz FIFA limited edition handsets.

Aligned with the MTR campaign, the AR game has also been set up online to attract more players.

Since its launch in mid-June, the game has attracted over 3,000 players at the Mong Kok MTR station and over 15,000 players online.

The game is developed by media solutions provider Cherrypicks.

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