'A Journey Through Middle-earth' was promoted globally. This meant it had to comply to regulations of multiple countries.

We used some of the latest web technologies in bringing the Hobbit theatrical experience to the web and in that process we also educated developers on the cross device capabilities of the Chrome for Android platform.

This immersive experience is the first Chrome Experiment designed for being mobile first, using the latest web technologies such as WebGL and WebAudio in Chrome for Android.

Although WebGL isn’t supported on iOS and other mobile browsers, users can still experience most of “A Journey Through Middle-earth” on their iPhones and iPad through HTML5 and CSS3

We had tens of millions of visitors for the site from around the world with significant postive press coverage from all major technology outlets as well as mainstream media (link). All creatives (mastheads, video ads, Reddit text ad etc) achieved 100% to 300% higher CTRs than the average rate for ads posted on our media partners. From a social channels reach perspective, this was by far the most successful Chrome Experiment of all times