Transform to Optimus Prime

Remember the days when new films were promoted using alternative reality games? Well, it's got old fast, and this summer there's a new technology in town. In the last month or so we already covered the following movie promotions:

• Tour the Enterprise's deck and fire its phasers
  
• See a trailer for Night at the Museum 2, via augmented reality
• Add an Ice Age 3 character to your messenger's video chats

Now, Transformers 2 is joining the party (do you need to be a sequel to get your own AR campaign?). Users can go to WeAreAutobots.com and try out an activex application that uses face detection in order to place a virtual Optimus Prime mask onto your face. You can also print a black and white marker in order to play with a virtual Bumblebee at the palm of your hand.



It was developed by creative marketing agency Picture Production Company using the technology provided by Total Immersion (and that's why it's not a simple flash based application). Decepticon leader Megatron refused to comment.

(via /Film)