DreamWorks uses AR to power The Croods launch

DreamWorks Animation will use Aurasma’s latest features to power the marketing campaign for its upcoming release The Croods, as the augmented reality (AR) firm uses this week’s SXSW to promote its wares.


Speaking with Marketing Week, Annie Weinberger, Aurasma’s global head, explained outdoor signage promoting the DreamWorks picture, scheduled for release on March 22, will feature AR triggers giving users of the Aurasma app access to extra content on the movie which will also be released in 3D.

Users of the Android and iOS versions of the Aurasma app can unlock 3D animations of the characters within the movie, which features the voices of A-list stars including Emma Stone and Nicolas Cage, by scanning outdoor posters with the AR app.

The Croods is also scheduled to be released as an Android and iOS game by Rovio, the same publisher behind Angry Birds, on March 14 ahead of its cinematic release.

Weinberger also told Marketing Week, the company would use the event to further highlight how its technology can be used to make traditional marketing media more interactive, particularly in the direct response sector. According to Weinberger, the US Postal Service, will use the SXSW exhibition to demonstrate how the pair have been able to make its direct mail marketing service more interactive using AR.

This comes as the HP-owned firm claims over 16,000 firms including Marvel Comics and Tesco have used the Aurasma 2.0 app, which includes better cloud-computing, social media integration, plus image recognition software, as part of their interactive marketing campaigns.

In September last year, Aurasma also inked a partnership deal with O2-owner Telefonica to provide third-party brands with AR functionality as part of the mobile marketing services offered by the mobile operator group.

Other third parties to have partnered with Aurasma include TV chef Jamie Oliver who used AR to enhance his 15-minute Meals TV series and cookery book releases, with the integration directing Aurasma users to supermarkets containing the requisite ingredients for all his dishes.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]


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


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.


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.


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