A couple days ago I received Barricade in the mail. It’s a new horror movie starring Erick McCormack (Will & Grace) about a man who takes his kids to the cabin for a seemingly innocent winter getaway, when they’re vaca is disrrupted by a paranormal presence. Screams and scares ensue. The film hit DVD and Blu-ray stands today and there’s a pretty cool interactive mobile element that faciliataes an augmented reality experience by sacnning the DVD cover, via the Aurasma app, to unlock content about the film. More after the break.

After I downloaded the app, I scanned the DVD cover which covered the frosty windows completely, prompting me to “touch a pane” on the window. When doing so, each pane takes the user to a different interactive experience, mostly clips from the film, and allows you to share the content to Facebook and Twitter. It’s neat. See a screenshot from my iPhone below.

I am wondering, however, what the actual interaction amongst the average Walmart shopper will be with the DVD cover, as it doesn’t state any instructions or calls-to-action about scanning the DVD to unlock exclusive content, let alone having to download the Aurasma app (which I’ve never heard of); I only knew what to do because it was featured in the marketing materials I received. So I guess I’d be curious to see the engagement results with this interactive marketing experience.

You can grab Barricade on DVD and Blu-ray today. Check out the trailer below.

What Do You Think? Discuss.