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Out-of-home advertising agency Eye has teamed up with video games manufacturer Sega in a new augmented reality campaign, which has launched in shopping centres across Australia.

'Sonic Vision: Catch the Blue Blur' is a smartphone application that prompts consumers to earn points by snapping a picture of Sega's game character Sonic the Hedgehog as he whizzes across Eye-installed digital sign installations throughout retail areas.

"Sega Australia is proud to offer the Sonic Vision: Catch the Blue Blur app to Sonic the Hedgehog fans for free," says Sega marketing manager Neroli Baird. "It is a fun and interactive way for Sonic fans to use their iPhone to capture Sonic in the real world, compete against each other and win great prizes."

Sound and visual cues throughout Eye digital signage networks in retail areas alert players to when Sonic is approaching. They can then earn game points by finding glyphs and photographing Sonic as he collects gold rings.

Players are invited to share their high scores with Facebook friends to win prizes from Sega. The campaign celebrates the 20th anniversary of Sonic the Hedgehog.