As the annual Fan Expo Canada quickly approaches, Mattel Canada has enlisted full-service marketing agency TrojanOne to assist in the execution of a unique brand experience for the launch of the Max Steel entertainment property in Canadian markets. Mattel will debut its Max Steel augmented reality app (A.P.P) in an experiential activation at the 2013 Fan Expo Canada in Toronto, August 22-25. This will be Mattel’s first-ever presence at the convention.
“Mattel is very excited to showcase the Max Steel property at Fan Expo Canada this August. Max Steel is currently the #1 show for kids 2-11 in its current time slot and we’re ready to surprise fans with a unique experience,” said Bethany Marcus, Brand Manager, Mattel Canada Inc. “When fans come to visit the booth they will have the chance to meet Max in person and be immersed into all things Max Steel. The whole activation will allow fans to ‘Blast into the World of Max Steel.’”
As part of the campaign, a Max Steel augmented reality (AR) booth will be set up at Fan Expo, attendees can download the Android or iOS app for free. Once a fan downloads the app, they have the opportunity to explore a unique virtual reality world. Fans can walk through a custom activation space and scan AR trigger points. When scanned, fans are blasted into the world of Max Steel. They will meet Max and Steel and be guided through a tour of Max’s N-Tek headquarters. During the tour, fans will encounter an unexpected attack by the evil Elementor. Fans then team up and fight off the attack with Max in a first person target shooting action game.
TrojanOne managed the development of the app to serve as an innovative way for fans to interact with the Max Steel brand and as a creative way to drive to retail. Once the user defeats Elementor the action doesn’t stop. To unlock additional levels of the blaster game, fans are encouraged to visit select retailers and scan selected Max Steel products. TrojanOne Ltd. also devised a way for Fan Expo visitors to extend their interaction with the app and relive the N-Tek defence sequence. By visiting www.maxsteeltriggers.ca, fans can download and print the AR trigger to relive the experience in their home for another chance to defend N-Tek from Elementor.
In addition to a free download of the Max Steel app, Fan Expo Canada visitors will receive a free Max Steel DVD and be treated to an exclusive never before broadcasted screening of Max Steel the Rise of Elementor. Max will be on-site decked out in his techno-organic Turbo Energy enabled suit. Fans won’t want to miss their chance to meet Max and pose for a photo opportunity.