'Super 30’ breaks ground with Facebook's Target AR Filter
Reliance Entertainment, Phantom Films and Nadiadwala Grandson Entertainment’s ‘Super 30’ for the first time in Bollywood’s history brought about a digital innovation to unveil the first look of a film
Anil D. Ambani owned Reliance Entertainment, Phantom Films and Nadiadwala Grandson Entertainment launched 'Super 30’ film’s poster on Teachers Day. The film poster was launched with first ever Facebook's Augmented Reality Filter which gave the audience a 3D experience of the Super 30 classroom. The innovation created quite a stir in the digital realm.
Shibasish Sarkar of Reliance Entertainment said, “We are glad to reveal the posters on Teacher’s Day, as there couldn't have been a better day to launch the first look of the film. Super 30 is the first film in India to use the Augmented Reality feature which gave the audience a virtual tour of the Super 30 classroom with Hrithik ‘s character welcoming the filter user. We are very pleased with the response the innovation has generated.
The poster launch kick started in the morning appearing in all leading publications of the country. The poster in print carried a Facebook QR code. On scanning the code, the viewer entered the virtual world of the Super 30 classroom and is welcomed by Hrithik Roshan’s character. Right after the morning launch, #Super30Poster started to trend on twitter for more than 24 hours.
Producer Sajid Nadiadwala says, “Today, with dynamic changes and technological developments in process of film-making, we think it is important for us to bring fresh and new innovative ideas for film marketing and promotions too. Using the AR feature for Super 30 was our first step towards creating innovative experiences for the audience.
The same was followed digitally on the social media platforms in which a link was given leading the audience to the AR filter. By adding target tracking capabilities embedded in the poster, it allowed the camera to track the image and open an immersive experience.
This innovation was very well received by the audiences and 9000 plus users experienced the AR filter within 24 hours of the launch. Fans enthusiastically shared the video of their AR experience on Social media making #Super30ARFilter a nationwide trend for more than two hours.
Reliance Entertainment’s digital arm World Wide Open spearheaded and partnered with Facebook and Superfan to execute the innovation.
The cumulative reach of all the activities around the poster launch crossed the 100 million mark.
Here's the AR link: https://www.facebook.com/