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Brief Published: 7 Apr 2011

Advertising on the ‘Outernet’


German TV channel 13th Street is promoting its new branding campaign as ‘the first movie in the outernet’. In fact, it’s a game that uses augmented reality to plunge viewers into the heart of a thriller called The Witness.

Participants are sent scurrying all over Berlin, where they use their smartphones to watch film clips shot at the same locations. As characters from the movies appear in real life, the borders between fantasy and reality dissolve.

The ‘outernet’ will feature in many marketing campaigns to come. The Museum of London already used a version of it in its Streetmuseum app for the iPhone. In the US, the ‘situational design’ agency Nonchalance has been running an alternative reality game in San Francisco for three years.