We used some of the latest web technologies in bringing the Hobbit theatrical experience to the web and in that process we also educated developers on the cross device capabilities of the Chrome for Android platform through technical case studies.

This immersive experience is the first Chrome Experiment designed for being cross device, using the latest web technologies such as WebGL and WebAudio in Chrome for Android

Although WebGL isn’t supported on iOS, users can still experience most of “A Journey Through Middle-earth” on their iPhones and iPad through HTML5 and CSS3

We had tens of millions of visitors for the site from around the world with significant postive press coverage from all major technology outlets as well as mainstream media (link). All creatives (mastheads, video ads, Reddit text ad etc) achieved 100% to 300% higher CTRs than the average rate for ads posted on our media partners. From a social channels reach perspective, this was one of the most successful Chrome Experiment of all time.

"The Hobbit: The Desolation of Smaug" was one of the most important theatrical movie releases for 2013 for Warner Bros, New Line and MGM. To create excitement among the fans of "The Hobbit" for the upcoming release, the studios wanted to give them a unique perspective on the world of "The Hobbit". In collaboration with Google a "birds-eye view" of Middle-earth was created.

To accomplish this, the development team used the latest capabilities of the Chrome for Android platform in a cutting-edge, cross-device experience, with the goal to inspire developers around the world to continue innovating on the web and contribute in making the web into a better place to be.