Shoppers will be able to scale a giant virtual beanstalk in Westfield shopping centres as part of a campaign for new film Jack the Giant Slayer.
The game, Jack the Giant Slayer: Giant Race, features augmented reality allowing players to scale the beanstalk and avoid obstacles in a race against the clock.
Players with the best time are rewarded tickets to see the movie with free jelly bean handouts.
The campaign uses Westfield’s Digital Spectacular screens network but is also able to be downloaded from iTunes for free.
Rob Moore, marketing manager of Roadshow Films for Australia and New Zealand, said:
“This is an executional experience we are really proud of. Using the Digital Spectaculars in this way doesn’t just convey the scale of the movie but also creates an entertainment hub within the mall. We hope people have as much fun playing the game as we did creating it.”
Jack the Giant Slayer is in cinemas from March 21.
The game will be played in Melbourne, Brisbane and Sydney at select shopping centres on certain dates.
Credits: client Roadshow Films, media agency OMD, media Westfield BrandSpace, digital ENESS.