A JOURNEY THROUGH MIDDLE-EARTH
Title | A JOURNEY THROUGH MIDDLE-EARTH |
Brand | GOOGLE & WARNER BROS. |
Product/Service | THE HOBBIT: THE DESOLATION OF SMAUG & GOOGLE CHROME |
Category |
A02. USER EXPERIENCE |
Entrant Company
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NORTH KINGDOM Skelleftea, SWEDEN
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Advertising Agency
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NORTH KINGDOM Skelleftea, SWEDEN
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Credits
David Eriksson |
North Kingdom |
Executive Creative Director |
Robert Lindström |
North Kingdom |
Design Director/Art Director |
Alfredo Aponte |
North Kingdom |
Ux Director |
Daniel Isaksson |
North Kingdom |
Technical Director |
Kaya Hatcher |
North Kingdom |
Producer |
Sara Andersson |
North Kingdom |
Production Manager |
Klas Kroon |
North Kingdom |
Developer |
Einar Öberg |
North Kingdom |
Developer |
Antoine Lehurt |
North Kingdom |
Developer |
Mathias Lindgren |
North Kingdom |
3d Lead/3d Artist |
Daniel Wallström |
North Kingdom |
3d Artist |
Mikael Forsgren |
North Kingdom |
Designer |
Charlotta Havh |
North Kingdom |
Designer |
Anders Højland Mikkelsen |
North Kingdom |
Designer |
Félix Hill |
North Kingdom |
Designer |
Key Bjuhr |
North Kingdom |
Qa Manager |
Paul Dixon |
North Kingdom |
Qa Manager |
Roger Stighäll |
North Kingdom |
Business Director |
Anton Stenvall |
More Media |
Illustrator Thranduil's Hall |
Creative Execution
We used some of the latest web technologies in bringing the Hobbit theatrical experience to the web and in that process we also educated developers on the cross device capabilities of the Chrome for Android platform through technical case studies.
This immersive experience is the first Chrome Experiment designed for being cross device, using the latest web technologies such as WebGL and WebAudio in Chrome for Android
Although WebGL isn’t supported on iOS, users can still experience most of “A Journey Through Middle-earth” on their iPhones and iPad through HTML5 and CSS3
We had tens of millions of visitors for the site from around the world with significant postive press coverage from all major technology outlets as well as mainstream media (link). All creatives (mastheads, video ads, Reddit text ad etc) achieved 100% to 300% higher CTRs than the average rate for ads posted on our media partners. From a social channels reach perspective, this was one of the most successful Chrome Experiment of all times.
“The Hobbit: The Desolation of Smaug” was one of Warner Bros. most important theatrical movie releases for 2013. They decided to collaborate with Google to increase awareness about the upcoming movie and create true excitement among movie-goers. By using the new capabilities of Chrome on mobile devices, the ambition was to give fans around the world a unique perspective on Middle-earth and the characters of the two first movies.
To accomplish this, the development team used the latest capabilities of the Chrome for Android platform in a cutting-edge, cross-device experience, with the goal to inspire developers around the world to continue innovating on the web and contribute in making the web into a better place to be.