Fans of Max Steel are about to get a blast of “reality” at the 2013 Fan Expo Canada in Toronto.
Mattel will introduce its Max Steel A.P.P augmented reality app in an experiential activation at the convention happening August 22–25. The company enlisted Toronto-based full-service marketing agency TrojanOne to execute the unique brand experience for the launch of the Max Steel entertainment property in Canadian markets. It will mark Mattel’s debut at the convention, the third-largest pop culture event in North America.
“Mattel is very excited to showcase the Max Steel property at Fan Expo Canada this August. Max Steel is currently the #1 show for kids 2 to 11 in its current time slot and we’re ready to surprise fans with a unique experience,” said Bethany Marcus, Brand Manager, Mattel Canada Inc. “When fans come to visit the booth they will have the chance to meet Max in person and be immersed into all things Max Steel. The whole activation will allow fans to ‘Blast into the World of Max Steel.’”
When fans visit the Max Steel augmented reality (AR) booth at Fan Expo, they can download the app for free from the iTunes Store or Google Play. Using the app, fans can then explore a unique virtual reality world as they walk through a custom activation space and scan AR trigger points, which then blast them into the world of Max Steel. They’ll meet Max and Steel and be guided through a tour of Max’s N-Tek headquarters. During the tour, fans will encounter an unexpected attack by the evil Elementor. Fans then team up and fight off the attack with Max in a first-person target-shooting action game.
TrojanOne managed the development of the app to serve as an innovative way for fans to interact with the Max Steel brand and as a creative way to drive to retail. Once the user defeats Elementor the action doesn’t stop. To unlock additional levels of the blaster game, fans are encouraged to visit select retailers and scan selected Max Steel products.
TrojanOne also devised a way for Fan Expo visitors to extend their interaction with the app and relive the N-Tek defence sequence. By visiting www.maxsteeltriggers.ca, fans can download and print the AR trigger to relive the experience at home and have another chance to defend N-Tek from Elementor. TrojanOne partnered with Ad-Dispatch, a Canadian augmented reality development company, to create the Max Steel app.
“We’re very excited to launch this unique Max Steel augmented reality experience at Fan Expo in partnership with Mattel” said Cary Laudadio, Creative Director at TrojanOne. “By combining traditional experiential brand marketing with the interactivity of an augmented reality app, the Max Steel activation at Fan Expo will give fans the ability to experience the world of Max Steel in a very unique and entertaining way.”
In addition to the free app download, Fan Expo Canada visitors will also receive a free Max Steel DVD and they’ll get to see an exclusive never-before-broadcasted screening of, Max Steel: the Rise of Elementor. The screening happens on Friday, August 23 at 1 p.m. in room 701B (MTCC South Building), and each attendee will receive an exclusive Max Steel giveaway.
Max himself will also be on-site, decked out in his techno-organic Turbo Energy-enabled suit, to meet fans and pose for photo opportunities. The Max Steel fan experience will be presented from August 22–25 at the Metro Toronto Convention Centre South Building, booth number 1448.
Visitors can purchase tickets to Fan Expo Canada by visiting the website at www.fanexpocanada.com. Now entering its 19th year, Fan Expo Canada showcases over 900 exhibitors and sprawls over 750,000 square feet of the Metro Toronto Convention Centre.
Max Steel airs on Sundays at 8 a.m. ET on Teletoon network. Visit the Max Steel website for exclusive bonus video clips and games.