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Press Releases
BBC launches new "magical" Merlin campaign in UK cinemas
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The BBC is to launch a new "magical" interactive campaign using "augmented reality" technology in cinemas across the UK to promote Merlin, a new 13-part drama for BBC One.
The campaign will include a postcard that allows viewers to access unique footage of the character Merlin performing a magic trick from within a spell book.
The spell book "magically" appears on your computer screen when a special symbol on the postcard is held up to a webcam.
Merlin, produced by Shine for BBC Wales, updates the story of the infamous sorcerer of Arthurian legend for a new audience and stars newcomers Colin Morgan, Bradley James, Angel Coullby and Katie McGrath alongside Anthony Head and Richard Wilson.
Along with TV, radio and cinema trails, bus sides and digital media, the "magical" activity will take place over three consecutive Saturdays leading up to the first episode of Merlin.
The Magic Eye content will also be hosted on the Merlin website - bbc.co.uk/merlin.
Naomi Gibney, Head of Marketing & Pictures, BBC Vision, says: "The Merlin campaign uses this new augmented reality technology in a way that will have enormous appeal for the show's audience.
"By targeting them in non-BBC outlets we are also able to reach a much wider potential audience who might not otherwise have heard about Merlin.
"There is a lot more material on the website but this is a really compelling calling card."
Postcards will be distributed in other cinemas and at events across the country, including the Thames Festival, so that audiences can try the "Magic Symbol" out in their own homes.
A printable version will also be available on the Merlin website.
The website has a host of other interesting features including hidden content that can be released by using your mouse to trace secret combinations, magic tricks, character profiles and the cinema trail.
Merlin starts this Saturday at 7.30pm on BBC One and will run for 13 weeks.
Notes to Editors
The "magical" activity will take place at the following cinemas on 13, 20 and 27 September: Cineworld Aberdeen, Cineworld Boldon Tyne & Wear, Cineworld Cardiff, Cineworld Edinburgh, Cineworld Ipswich, Cineworld Nottingham, Odeon Aylesbury, Odeon Liverpool London Road, Empire Birmingham Great Park and Empire Poole.
The creative agency is Red Bee Media; the technology was provided by MagicSymbol from Inition, and the cinema media was booked by MPG in association with Carlton Screen Advertising.
MH
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