Lego teamed up with Intel to bring an Augmented Reality experience to kids at Lego World 2013, in Copenhagen. Created by Welsh digital experience agency Make&See, "Shadow Runner" challenged kids to compete with a virtual Lego Man in a head to head sprint over 15 meters. The footage was augmented on big screens around the racing track. Every performance was recorded, replayed on a big screen and then emailed out, allowing the children to watch, and no doubt re-watch, their own race.
Jack Neff on 01.27.2015