JCDecaux Australia: Museum of Contemporary Art Augmented Reality Experience

JCDecaux and Museum Contemporary Art Australia ask Sydneysiders to hunt Spiderman down.

Spiderman Citylight posters have started popping up all over Sydney with the help of MCA Outdoor Media Sponsor JCDecaux. Featuring an image of the Stephen Birch artwork showing in Volume One: MCA Collection, the Citylight posters play a part in a viral augmented reality marketing campaign and competition showcasing one of the MCA’s new apps, MCA OnSite.

Sydneysiders can simply download the free MCA OnSite app, hold it up to the Spiderman Citylight poster and fly through the new MCA via a phone or tablet device. The image on the poster triggers the intelligent interactive content. The Augmented Reality experience features the inside and outside of the MCA building, showcases the new exhibition space and the modern art housed within the museum.


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