×

Power Rangers Get Browser-Based AR Ads Ahead of 25th Anniversary (EXCLUSIVE)

Ever dreamed of being a Power Ranger? Now you can, thanks to a new augmented reality (AR) experience that makes use of your phone’s front-facing camera to let you try on the Rangers’ iconic outfits for a selfie — and you don’t even have to install an app for it.

The new Power Rangers AR experience is part of a new ad unit launched Monday across the sites of a number of publishers. The ad has been produced by Santa Monica, Calif.-based immersive advertising startup Vertebrae, and brings AR to mobile web browsers across iOS and Android devices.

“With this campaign, we’re able to connect with fans on a new level by putting them in the helmets of the Power Rangers to unleash their inner superhero,” said Saban Brands CEO Janet Hsu. Saban Brands, the rights holder of the Power Rangers franchise, wants to use the ads to lead up to the 25th anniversary of the show’s premiere this coming August.

The goal of the campaign was to do something innovative with emerging technologies, but also reach a big audience, and not just a few early adopters, or people who own a certain phone. “We were able to custom design, produce and distribute an AR experience for fans, accessible at scale,” Hsu said.

Saban Brands isn’t the only company interested in using AR for advertising, said Vertebrae CEO Vince Cacace. “We’ve seen this huge influx of interest in augmented reality.” But not everyone wants to just bet on one horse, and develop an AR app for just iOS, or build only a Snapchat AR lens. That’s why the company built its own Javascript libraries to bring AR to web browsers on iOS and Android. “We can use the same assets across Snapchat and the web,” Cacace said.

Vertebrae started out developing ads for VR, but has found that some of the attention has shifted to AR. “AR is outpacing VR at this point,” Cacace said. Some of this is also due to the fact that it’s easier to develop a simple AR filter, as opposed to a complete VR app. “The creative side of it is less daunting,” he said.

As for Saban Brands, the company plans to do more digital promotions for the Power Rangers in the coming months. “I can’t reveal too much because we want to surprise fans throughout the year,” said Hsu. “But yes, they can expect to see more exciting digital initiatives leading up to August 28th, which is the date ‘Mighty Morphin Power Rangers’ premiered in 1993.”

Popular on Variety

More Digital

  • Neilsons Measurment Problems TV Digital

    AT&T's Ad-Tech Unit Xandr Buys Clypd To Help Place TV Commercials More Precisely

    Xandr, the AT&T ad-technology unit, has purchased a new company that helps advertisers use data to place commercials in front of the audiences most likely to want to watch them The AT&T division said Friday it had acquired clypd, a company that helps advertisers move forward in a growing desire by Madison Avenue to run [...]

  • AT&T Logo Building

    AT&T TV Now Price Hike Coming Next Month, Base Package to Cost $65

    AT&T is instituting a substantial price hike for its live TV streaming service AT&T TV Now: Customers who have subscribed to the service’s basic “Plus” package will see their bill go up by $15, to a total of $65 per month, starting next month. The telco has started to inform existing subscribers about the price [...]

  • Disney-Family-Movies

    Disney Family Movies SVOD Service Is Shutting Down Ahead of Disney Plus Debut

    After 11 years, Disney is pulling the plug on Disney Family Movies On Demand — with the service’s shutdown coming just days before the launch of the Mouse House’s Disney Plus. Disney Family Movies, which cost between $5-$10 per month, has been available via pay-TV providers in the U.S., including Comcast Xfinity, Charter Communications, Verizon [...]

  • Amazon Orders ‘All or Nothing: Tottenham

    Amazon Orders ‘All or Nothing: Tottenham Hotspur’ Soccer Doc Series

    Amazon has greenlit a new “All or Nothing” sports documentary series, this time following London-based soccer team Tottenham Hotspur. “All or Nothing: Tottenham Hotspur” will follow a year in the life of the team, charting the ongoing 2019-20 season. The squad made it to the final of the European Champions League last year, losing to [...]

  • Jeffrey Katzenberg

    Jeffrey Katzenberg's Quibi Picks T-Mobile as Wireless Launch Partner

    Quibi, the short-form mobile TV service founded by Jeffrey Katzenberg, announced a pact with T-Mobile to be the official telecommunications partner for its April 2020 launch. T-Mobile will be the exclusive wireless distributor when Quibi launches next spring. However, the arrangement doesn’t mean only T-Mobile customers will be able to subscribe to Quibi: Anyone will [...]

  • Steve Kornacki

    Steve Kornacki, Chris Matthews Stand at Center of New NBC News Podcasts

    After vowing to press ahead more directly into the world of podcasts, NBC News is readying the launch of three additional audio shows centered around politics. “Article II: Inside Impeachment” will help listeners understand the impeachment process. The program, new episodes of which are slated to debut Mondays, Wednesdays and Fridays as people head for [...]

More From Our Brands

Access exclusive content