Warner Bros and Microsoft Advertising joined forces to promote The Hobbit: Desolation of Smaug by giving fans the opportunity to 3D print one of the most important artifacts from the book: The Key to Erebor.
All this is part of a campaign that runs on several Microsoft platforms, most notably MSN, Windows 8 and Xbox 360. The main goal of the campaign is to educate fans as to who is who in the movie. Besides info regarding the main characters, Microsoft also provided actor biographies, behind-the-scenes videos and desktop wallpapers. Since The Key to Erebor plays a major role in the plot of the movie, it was only logical that it should also take the main stage in Microsoft’s campaign. The blueprints necessary for 3D-printing this artifact were made available in the Windows 8 app pertaining to the campaign.
Owen Sagness, general manager for Microsoft Advertising and Online UK, stated the following in an interview with The Drum: “By working closely with Warner Bros. UK and its UK agencies, PHD and Think Jam, we’ve been able to co-create a digital advertising solution that is truly at the forefront of global innovation.” In addition, he pointed out that “By offering fans a blueprint for a 3D model of one of The Hobbit: The Desolation of Smaug’s ‘key’ artifacts, we’re providing a genuinely valuable and unique experience that puts the consumer first, while continuing to deliver for the client and push the boundaries of what is creatively possible using new technology.”
On December 13, when The Hobbit: Desolation of Smaug (featuring the all-mighty Benedict Cumberbatch as Smaug AND the Necromancer, for those of you who don’t know yet) will be launched, Microsoft will enable fans to download the blueprints of the key to Erebor and have it materialized using any 3D printer they have at hand. I wonder if Warner Bros will bring some kind of boxes to the premiere for the fans to open them. That would definitely make this campaign even better.
Watching The Hobbit: An Unexpected Journey before the new film launches is mandatory, even if you remember all of the details. In fact, if you own an Xbox 360, you will be able to access the first installment in the Video app. On top of that, the Xbox 360 Landing Experience is now Kinect-enabled so that the entire thing can be controlled via gestures or voice.