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Disney taps Kinect 2.0 for kid-focused promotional campaign


Alongside its latest Cars spinoff, Planes: Fire & Rescue, Disney plans to unveil a promotional campaign powered by Microsoft's Kinect 3D camera peripheral.

According to Dan Radford, head of digital marketing at Disney's UK office, the campaign will allow two children to control their own animated planes by extending their arms, bending their knees and leaning in various directions. That sounds simple, but similar, previous attempts using the original Kinect forced Radford to pair the peripheral with a high-definition camera capable of capturing real-time video at a quality suitable for big screens. That's no longer an issue, thanks to the high-definition camera found in the Kinect 2.0.

"When you had a four-year-old kid interacting with [the Kinect] there had to be a certain distance [between the camera and the player], but it didn't always pick them up as well as we would have hoped," Radford told the BBC. "With this camera it just feels like the opportunity is there to create a more stable experience."

Planes: Fire & Rescue stars the vocal talents of Dane Cook and Ed Harris, and will be released on July 18. Radford's promotional campaign kicks off "at the end of this week," though Disney has yet to reveal where this campaign will appear.
[Image: Disney]

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