Transformers Revenge of the Fallen will be the first DVD and Blu-ray EVER to use augmented reality to activate a compelling new form of entertainment using the packaging and a webcam.

Fans who point the front of the 2-disc DVD or Blu-ray package at a webcam will activate a 3D holographic experience that includes puzzle solving, discovery, and game-play. As part of this experience, fans will be able to examine the Matrix of Leadership help Optimus Prime shoot Decepticon targets, and more-all in holographic 3D.

Augmented reality works through a webcam that will first recognize familiar 2-dimensional images. Once it has identified a ‘marker’, it uses this as a basis upon which to project 3-dimensional objects, animations and interactive content.

In the case of the Transformers DVD and Blu-ray, the marker is the packaging. As such, the packaging itself becomes a gateway to a whole new level of Transformers entertainment.

You can check out a preview of the augmented reality experience below.

Once the DVD & Blu-ray are released, “The Optimus Prime Experience” will be located at the following link: http://www.optimusexperience.com/