Universal Studios and Cinemark Theaters have enlisted mobile augmented reality game Seek to promote The Mummy, a reboot of the action-adventure film franchise starring summer movie mainstay Tom Cruise.
Available as iOS and Android apps, Seek is among a growing number of mobile apps seeking to capitalize on the success of Pokémon GO by mimicking the real world scavenger hunt gameplay of Niantic's zeitgeist-capturing wunderkind. (Of course, other apps opt for the augmented reality fighting gameplay instead.)
Like its peers, Seek challenges players to search in real-world locations for virtual treasure chests that can net real prizes. Opening certain treasure chests requires keys, which are acquired by way of coins. Seek's imaginary in-game currency can be earned for free through gameplay or purchased with real-world cash in packages ranging from $0.99 to $99.99.
For The Mummy tie-in, treasure chests are replaced with sarcophaguses, which are located at Cinemark's more than 300 US theaters from May 26 through June 10. More than 10,000 prizes valued at $15,000 are in play, including $100 gift cards, concession coupons, free movie tickets through Fandango, or tickets to Universal Studios.
"The launch of the Universal Pictures campaign for The Mummy, tied in with Cinemark and Fandango, is another meaningful validation of what we're doing. Delivering augmented reality content in a relevant and rewarding way is what Seek is all about—this campaign hits on every point of our mission," said Jon Cheney, Seek CEO, in a news release.
Launched in March, Seek dangles potential prizes from the likes of Amazon, Best Buy, and Nike, among others. Over the course of the summer, the company promises promotions from Samsung, Six Flags, Sprint, and other brands that may or may not begin with the letter S.
Are you interested in walking around for a chance to win real prizes? Or are you satisfied with collecting imaginary monsters? Let us know in the comments below.