When launching Batman V Superman, the most anticipated superhero battle of all time, we had to create an experience so exciting, immersive and innovative that it could live up to the movie’s epic scale and hype.

So we asked; what is the biggest fantasy was of any comic-book fan? And how can we make it a reality? Can we create a massive experience optimized for where we knew our audience spent much of their time, on their tiny mobile phones.

Working directly with the movie’s VFX team, we set up a multi-camera Photogrammetry rig, and utilized this groundbreaking technique to shoot and scan the REAL Batmobile, inside and out. We then placed it inside the Batcave, in fully-interactive 360 and enabled fans to actually drive the Batmobile.

We extended the campaign across platforms and phased for two weeks prior to 360 launch with profile frames and messenger stickers.

The Facebook and Instagram campaign reached over 100 million people. The movie went on to become the biggest superhero movie-opening weekend of all time.