The Hobbit using 3D-printed prop as ad campaign giveaway

Microsoft and Warner Bros. behind 3D-printed ‘Key of Erebor’
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A 'key' prop from the upcoming Hobbit film is being given away as a 3D-printable file as part of a marketing campaign for the movie.

Set to be released for free to the public on December 13th – the day The Hobbit: Desolation of Smaug hits cinema screens – the blueprint for the ‘Key of Erebor’ artifact will be able to be printed off by any fans in possession of a 3D printer.

The giveaway is part of a campaign launched in partnership between Microsoft and Warner Bros. UK, and will be available through the Ads-in Apps creative.

“Anyone familiar with the story or who has seen the films knows that Bilbo Baggins could teach most people a thing or two about storytelling,” said Owen Sagness on the Microsoft Advertising blog.

“The power of storytelling is something we strongly believe in at Microsoft Advertising and the creative for the new film in The Hobbit Trilogy is evidence for how it can bring an ad campaign to life.”

Danni Murray, director of Media and Marketing Partnerships at Warner Bros UK & Ireland added: “We’re incredibly excited about this integrated partnership opportunity. We asked Microsoft to come up with a solution that challenged the previous conventions around what was possible with its display offering and we’re confident this interactive campaign will excite and engage fans as they journey into the second film in the Trilogy.”

Other content will be released as part of the campaign, including behind-the-scenes videos, additional information about the characters and events and an “interactive deep-dive into the film”.

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