Redberry Digital creates high tech ancient history with 20th Century Fox and The British Museum.
Redberry has recently been working with 20th Century Fox UK and the British Museum on an innovative iOS and Android smartphone app which brings the blockbuster Night at the Museum: Secret of the Tomb to life in London, the main filming location of the third instalment of the franchise.
With Fox’s promotional partners the British Museum and Regent Street on board, there was a clear opportunity to use the latest mobile technology to create an immersive and unforgettable digital experience.
Head of Creative at Redberry Digital, Tim Pelling said: “As well as the ability to deliver a location-specific experience through GPS, the proliferation of iBeacon technology on Regent Street allowed us to tie the whole experience together, driving engagement through the app and into real-world locations.”
Just like the characters in Night at the Museum: Secret of the Tomb, users of the app are challenged with going on an adventure to save the dying Tablet of Ahkmenrah. This is done by locating and scanning each of the tablet’s nine symbols.
Behind each symbol is a simple challenge which, if completed successfully, unlocks exclusive film content. Unlocking the symbols gives users the chance to enter an amazing competition to win a sleepover in the British Museum.
The symbols will be displayed on social media, print media, around the British Museum and in selected locations along Regent Street alongside the Christmas Lights which Fox UK are sponsoring for the second year running.
As well as the competition, scanning the symbols in the British Museum and with participating retailers on Regent Street unlocks special offers and promotions from those partners to be redeemed in-store.
Founder of Redberry Digital, Tim Redgate said: “By working closely with Fox, the British Museum and Regent Street we’ve been able to create a truly joined-up mobile experience that rewards the users with great content, a unique gaming experience and exclusive deals and offers.”
Redberry Digital’s work on Night at the Museum: Secrets of the Tomb is the latest in a long line of digital marketing projects for film clients and is the third project in 2014 for Twentieth Century Fox following the delivery of successful mobile apps for X-Men: Days of Future Past, Dawn of the Planet of the Apes.
Night at the Museum: Secret of the Tomb is released in cinemas nationwide on December 19th.