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ABC/Disney Interactive Product Competition - "Reality Blur"

Reality Blur is a new game idea designed to fully immerse users in the world of Disney Channels new series Gravity Falls. The game leverages an exciting new technology called Augmented Reality to engage users across all Disney touch points.
by

Erik Heiberg

on 2 December 2013

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Transcript of ABC/Disney Interactive Product Competition - "Reality Blur"

Technologically innovative
Engage customers in new ways
Little or no competition
An awesome MAZE ADVENTURE game!
Technology/Innovation
Engage consumers in new ways
Competition?
DIRECT COMPETITION
THQ, inc. - Star Wars Arcade: Falcon Gunner

xDev Studio (Sony PSP Vita)
String Labs Magic Leap Simiotica
Ad Dispatch Inc. Boost AR Laan Labs
Useless Creations Wikitude Layer Yii Yu Niftybrick Presselite iKomobi Acrossair Metaio ozPDA Augmentedworks Secret Box Pop Culture Software Hololabs Reality Jockey Soulbit7 XMG Studio Dontnod
INDIRECT COMPETITION
String Labs Magic Leap

Simiotica
Ad Dispatch Inc.

Boost AR
Laan Labs
Useless Creations

Wikitude Layer

Yii Yu Niftybrick Presselite iKomobi Acrossair Metaio ozPDA Augmentedworks Secret Box Pop Culture Software Hololabs Reality Jockey Soulbit7 XMG Studio Dontnod
Leading edge TECHNOLOGY/INNOVATION
360 degree CONSUMER ENGAGEMENT
Virtually NO COMPETITION
Questions?
Technology/Innovation
Engage consumers in new ways
"We keep moving forward, opening new doors, and doing new things, because we're curious and curiosity keeps leading us down new paths."
Medium: An average rate of 4,000 to 5,000 installations per day for the first 6 weeks would make Gravity Falls Blur perform similarly to the Kick Buttowski app

High: 1,137,063 users in 31 days (based on 2010 October Takeover)

Exceptional: Beat Where’s My Water? in daily average downloads for first 31 days
SUCCESS?
TABLET USE?
Appendix
Launch game in sync with release of major network move on the Gravity Falls franchise i.e. Release of Disney Channel Original Movie or marathon

Objective is to engage current Gravity Falls fans as well as attract new ones to the series

Advertise game alongside commercials for the Gravity Falls DCOM or marathon, and vice versa

Portray the app as an expansion or “enhancement” of the story

Retain long-term interest in the game through engaging gameplay and in-game stories
POSSIBLE LAUNCH STRATEGIES?
AR Interest?
Tablet-owning households with children
rose 9% from Q3 2011 to Q4 2011!
Full transcript