In celebration of the 20th anniversary of Sonic the Hedgehog, JWT Sydney and SEGA have today launched a cutting-edge, multi-platform campaign based around an augmented reality app.

SEGA marketing manager Neroli Baird said JWT had recognised the rising prominence of mobile amongst gamers and created an experience befitting the gaming icon.

JWT Sydney national creative director, digital and direct, Ashadi Hopper said Sonic the Hedgehog was one of the world's greatest game franchises.
“It's a privilege to have been able to create a new Sonic experience for Australian gamers,” Hopper said. “To deepen consumer engagement, fans can submit their points to a leaderboard, follow the progress of other players, win prizes and share their scores.”

In conjunction with out-of-home, TV, magazines, online banners and websites, The Sonic Vision – Catch the Blue Blur iPhone app allows fans to capture Sonic in the real world by locating augmented reality markers around the country using built-in maps and GPS.

To catch Sonic, players can point their iPhone at a poster and a gold ring appears on screen. Sonic speeds past onscreen and players have to respond quickly to capture him. The markers also appear on websites, banners, in magazines and on TV. Over the coming weeks, additional ring locations will become available and automatically update the game map.