SOURCE: Unity Technologies

Unity Technologies

May 17, 2010 11:00 ET

Augmented Reality Breakfast Served Up

Advertising and Digital Media Agencies Increasing Their Use of Unity to Extend Brand Experience

SAN FRANCISCO, CA--(Marketwire - May 17, 2010) -   Unity Technologies today announced a surge in the number of brands and agencies using its development platform Unity. Though primarily designed for the creation of video games for the web, PC, Mac, Wii™, Xbox 360, PS3, Android, iPhone and iPad, the Unity platform has been used to create advergames for the likes of Cheerios, Gorillaz, 'Clash of the Titans,' 'Iron Man 2' and Juventus Football Club.

Saatchi & Saatchi NY along with developer Boffswana are leading the charge for General Mills' Cheerios brand. Their recently launched 'Honey Nut Cheerios Honeyway Train' augmented reality game uses the actual Cheerios cereal box -- connected via webcam -- as the game controller. To view, go to http://www.boffswana.com/honeydefender. A printable copy of the controller has been made available for players outside of the United States. 

"Putting the clients' product at the heart of the experience bridges the gap between the physical and digital," said Robert Stock, Executive Producer, Boffswana. "We have created something unique and immersive by combining augmented reality with the easy to use power of the Unity engine." 

David Helgason, CEO of Unity Technologies, said, "The growing use of Unity outside of gaming confirms our prediction that 'gamification' is truly underway. We work very hard to make Unity as accessible as possible to people with a wide variety of skills, and we're amazed at what creative people are doing with it. We never expected a cereal box to be used as a controller!"

Other new digital marketing uses of Unity include:
Gorillaz (Matmi for Gorillaz) http://www.matmi.com/games/GorillazEscapeToPlasticBeach/
Tron Legacy: Space Paranoids (Encom/Kevin Flynn) http://www.spaceparanoidsonline.com/
Iron Man 2: Upgraded (Littleloud for Dr Pepper) http://www.drpepper.com/promotions/ironman2/game/
Iron Man 2: Whiplash -- Slash and Burn (Littleloud for Paramount Pictures International) http://www.whiplashslashandburn.com/
Clash of the Titans -- Release the Kraken (Boffswana for Warner Bros.) http://www.boffswana.com/news/?p=965
Juventus Football Club http://www.juventuspremiumclub.com/

About Unity Technologies
Unity Technologies is revolutionizing the game industry and was named one of the top five game companies of 2009 by Gamasutra after just four years on the market. Today Unity Technologies has more than 130,000 registered users worldwide -- including Bigpoint, Cartoon Network, Coca-Cola, Disney, Electronic Arts, LEGO, Microsoft, NASA, Panasonic, Ubisoft, Warner Bros., large and small studios, independent professionals, students and hobbyists -- using the Unity platform to develop high-quality interactive 3D content for the web, console and mobile. Unity Technologies is one of the fastest growing software companies and is aggressively innovating to expand usability, power and platform reach so that it can deliver on its vision of democratizing interactive 3D technology. Unity Technologies is headquartered in San Francisco and has development offices worldwide. For more information, visit http://unity3d.com.

About Boffswana
Melbourne based award winning creative technology company Boffswana supplies specialist interactive communications solutions. Honeyway Train is an augmented reality on-line game where the player, interacting with a webcam, controls the entire experience using the Honey Nut Cheerios cereal box. For more information, visit www.boffswana.com.

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