Sega has kicked off a campaign to celebrate the 20th anniversary of Sonic the Hedgehog which allows users to 'catch' Sonic in real life via an augmented reality iPhone app.
Created by JWT Sydney, the "Sonic Vision - Catch the Blue Blur" invites users to point their iPhone at a poster and a gold ring appears on screen. Sonic then speeds past onscreen and players must respond quickly to capture him.
The markers will also appear on websites, banners, in magazines and on television. Over the coming weeks, additional ring locations will become available and automatically update the game map.
