LONDON, July 2 /PRNewswire/ --     Global leaders in augmented reality, Total Immersion, are taking the
marketing world by storm after kick-starting their UK operation with a series
of groundbreaking launch campaigns.

The French software company, which specialises in blurring the real and
virtual worlds to create new consumer experiences, has been working with
several big brand names since opening in the UK three months ago and has just
unveiled its latest campaign to promote the launch of Transformers: Revenge
of the Fallen.

The http://www.weareautobots.com experience, which uses face-tracking 
software to superimpose Optimus Prime's helmet on to user's heads, is the 
second movie launch for Total Immersion following its work with London-based 
creative marketing agency Picture Production Company (PPC) to create one of 
the first ever augmented reality (AR) movie marketing campaigns,
www.experience-the-enterprise.com, earlier this year.

The five-minute long 3D experience was developed for Paramount Pictures
International to promote Star Trek, bringing a computer generated model of
the Starship Enterprise to life in the palm of the user's hand, allowing them
to test the ship's weapon systems, impulse engines and warp drives in
real-time.

Dan Light, Head of Interactive at Picture Production Company, said: "We
are always looking for new ways to engage with movie fans; however, augmented
reality has exceeded all our expectations; it has allowed us to take fan
interaction to a new level, creating an engaging movie marketing experience
that has never been seen before."

Other groundbreaking projects for Total Immersion include the opening of
the UK's first augmented reality exhibition at Nokia's flagship Regent Street
store in London to launch the new N97. The pioneering exhibition features six
N97 shaped kiosks, each displaying a different augmented reality experience
to showcase the phone's new features.

Total Immersion UK sales director, Myles Peyton, explains: "Augmented
reality is really starting to take off in the UK and revolutionise the way
that firms market themselves," Myles explains. "As well as projects for
Paramount Pictures International and Nokia, we are already in talks with
several other global brands, as well as international celebrities, about the
new technology.

"As a marketing tool, augmented reality is extremely powerful, not only
in terms of creating compelling new brand experiences, but also in terms of
its undeniable wow factor", Myles adds.

For press enquiries, contact Corrina Cockayne on +44(0)7765-404616, or
e-mail corrina@vpublicrelations.co.uk.