The Brief

For the launch of the BBC’s flagship Saturday night TV show Merlin, Inition were tasked with recreating the magic of the show using our augmented reality technology, for a joint cinema and website download campaign.

  • AR for Merlin


Installed in 10 cinemas across the UK, our Merlin MagicSymbol Kiosks revealed a secret trick to the participant through an augmented reality spell book incorporating an exclusively shot video content featuring actor Colin Morgan in the title role.



Over the 3 week cinema campaign period MagicSymbol was deemed a highly successful campaign when compared to other marketing campaigns in the same environment, with 45% of cinema goers directly interacting with the Merlin MagicSymbol installation. Sample the magic yourself by downloading the software on the left hand link.