Lotte Entertainment planned a new type of marketing campaign combining offline and online experiences to promote the upcoming release of Omniscient Reader’s Viewpoint.

By utilizing AR (Augmented Reality) technology, this campaign was designed to let audiences directly experience the film’s universe, bringing the story into the real world and maximizing immersion.

The AR content begins on a subway platform, where participants observe the inside of a wrecked train. Then, the film’s main character, “Bi-hyung,” appears to vividly explain the world, enhancing engagement. Participants must complete a total of four survival missions across different locations, with the Dongho Bridge and Chungmuro Station missions designed as AR games.

1. Dongho Bridge Mission

Cross a broken AR bridge with five citizens within 30 seconds. Players must carefully time their movements to match the shifting panels and avoid falling.

2. Chungmuro Station Green Zone Mission

Control the main character on a 4x4 tile floor, moving into randomly appearing green zones. Participants must succeed five times within 30 seconds to clear this mission.

3. Propagation Mission

A mission designed to promote the film and spread marketing buzz.

4. Record of Fate Mission

A mission where participants watch the Omniscient Reader’s Viewpoint teaser video to further explore the storyline.

Upon completing all missions, players receive supply kits and can enter a prize draw event as the final step. Players can place AR objects in real-world locations and actively solve missions, allowing them to fully experience the film’s survival story firsthand.

This AR campaign aims to boost excitement and immersion through interactive storytelling, effectively introducing the unique universe of Omniscient Reader’s Viewpoint to a wider audience.

The in-game “Viral Mission” served as a successful case of driving organic buzz without any additional advertising spend. The campaign recorded a total of approximately 10,500 unique visitors and 11,000 plays, achieving a play conversion rate of about 104.8% compared to total visitors. A total of 3,689 prize entries (game completions) were submitted, and effective offline promotion was also carried out through banner displays at the movie’s premiere event.