20th Century Fox Home Entertainment has teamed up with News International Commercial to promote the DVD release of Night At The Museum 2, the blockbuster sequel starring Ben Stiller and Ricky Gervais. 

To build excitement prior to release, The Times will launch a special feature within the T2 section of the newspaper aimed at parents and their children. 

‘Young Times’, in association with Night At The Museum 2, will launch 06 November prior to the DVD release on 09 November.  The feature: Young Times taken over by NATM2 will focus on the different characters from the film and will be split into fun and educational interactive sections including history, knowledge and NATM2 sleep over – which will allow children to get inside the shoes and minds of their favourite characters.

To drive connection and interaction between the children and characters Fox will provide an augmented reality insert, which will run in a branded polybag, and can be used in connection with online activity on NATM2 website.  The use of augmented reality within a campaign marks a media first for The Times.

Augmented Reality will enable The Times’ readers to really enter the world of Night at the Museum 2.  All they will need to do is visit the NATM2 website, hold the insert up to a computer’s webcam, and prepare to be amazed as characters magically jump out from the computer screen. 

Laura Elloway, Senior Product Manager, Twentieth Century Fox Home Entertainment said:  "We are very excited to be running this unique activity with The Times. Through its various sections and supplements including T2 and Young Times, The Times provides us with a great way to speak to adventurers of all ages, and we are looking forward to bringing Night at the Museum 2 to life in homes across the country via the exciting augmented reality insert! ”

Abba Newbery, creative solutions director, News International said: "NATM2 fits perfectly with the insightful and entertaining editorial of The Times. It's great to work with a client like Twentieth Century Fox Home Entertainment who is eager to push boundaries and champion new technologies.  We are particularly excited about the first use of Augmented Reality in the Times".