To bring to life the 3D, Blu-ray and DVD release of The Amazing Spiderman 2: Rise of Electro, Universal Sony Pictures, Slingshot and Adshel have developed a unique ‘Electro-fy digital experience’.

As the first digital takeover of its kind, the ‘Electro-fy experience’ invites consumers to become the face of the Spiderman 2 villain.

Adshel’s ‘Electro-fy interface’ gives members of the public visiting Town Hall Station the opportunity to immerse themselves into the fabric of The Amazing Spiderman 2: Rise of Electro, by morphing their image into Jamie Fox’s villainous character from the film.

This innovation is the first large scale app of its kind in Australia. The technology scans an image using sophisticated image recognition software, isolates the target image from a busy background and then morphs the image into Electro.

The output image is then stored on a server which is then beamed across the Adshel Digital Rails Network, encouraging social sharing. The effect is similar to that of the iconic scene in The Amazing Spiderman 2: Rise of Electro where Jamie Fox’s character is beamed onto all the screens in Times Square, New York.

Tania Caruso group director of Slingshot says, “Our mission as an agency is to take brands and ideas to places previously thought impossible and we push ourselves to do that on every brief. We’ve worked with Universal Sony for five years now and we consistently work together to develop creative ways to entertain their consumers through marketing. We really wanted to give lovers of this superhero the chance to fully engage with their favourite characters, what better way to do that than allow them to embody a Spiderman villain and replicate a pivotal moment from the film!”

Nicole McInnes chief marketing officer of Adshel added, “As consumers become more demanding of personalised experiences they can share and talk about, we are always looking for ways to entertain and delight them during what would normally be a dull commute. So it was really exciting to be able to work together with a company brave enough to embrace the cutting edge potential our new digital network in Sydney. The Amazing Spiderman 2: Rise of Electro digital interaction campaign represents not only the future of Advertising, but also shows Universal Sony’s understanding of how pushing the boundaries engages today’s connected and distracted consumers.

Cindy McCulloch, marketing director of Universal Sony says, “This is an exciting time for Universal Sony and the future of digital marketing. We have a thirst for innovation and love looking at new ways to engage consumers around our content. The Amazing Spiderman 2: Rise of Electro was the perfect title for us to look at for this type of activation as the fan base is so passionate and the action and special effects so spectacular.”