O2 to launch interactive 3D game

Mobile operator O2 is launching what it claims will be the UK’s first interactive 3D game.

Asteroid Storm

The O2-branded 3D game, called Asteroid Storm, will go live on 10 July will feature on cinema screens of the Vue exhibition chain before the main 3D movie feature.

It forms part of O2’s current marketing campaign targeting families with the O2 Joggler and O2 “Your Family” Bolt On.

The game will run ahead of forthcoming movies Ice Age 3 3D and G-Force, followed by Up and Toy Story 3D in the autumn.

More than one million families are expected to take part in the 3D game and five million to play the interactive foyer games.

Asteroid Storm takes place on ‘Starship O2’, which is trapped in an asteroid belt. The audience is told by the captain that the ship has been damaged and that their help is needed to steer it back on course.

By different sides of the theatre putting their hands in the air, the audience is able to control the direction that the spaceship moves and navigate it successfully out of danger as asteroids fly out of the screen towards them in 3D.

Alongside the interactive 3D game and foyer floor entertainment, O2 will be conducting further activity around Starship O2 online.

The interactive campaign was a collaboration between cinema sales house Pearl & Dean and Tangible Media. The technology behind the 3D game was created by iO and the idea conceived by O2’s media agency, ZenithOptimedia. Creative work was done by VCCP and Agency Republic.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here