Why Snap and Saber Interactive are promoting the release of Evil Dead: The Game with an AR magazine
1Why Snap and Saber Interactive are promoting the release of Evil Dead: The Game with an AR magazine cover.
To promote the release of its film-inspired title, Evil Dead: The Game, game developer Saber Interactive partnered with Snap and Game Informer to create a grisly augmented-reality magazine cover featuring audio and video assets pulled directly from the game.
Though the game comes out on Friday, the AR-powered Game Informer cover has been on newsstands since April.
When Snap users scan a Snapcode on the cover, it triggers an immersive animation in which Evil Dead protagonist Ash Williams uses his chainsaw hand to cut a hole through the magazine, followed by a voiceover accompanied by scenery and character assets from the game itself.
Snap didn’t immediately respond to a request for how many users scanned the code.
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The activation was the joint brainchild of both Snap and Saber, whose creative teams met over drinks at the 2022 South by Southwest conference.