Middle Google Earth: The Tolkien universe is brought to life

Visitors to A Journey Through Middle Earth, a dedicated Chrome site built by Swedish creative agency North Kingdom, can throw themselves into the land of the orcs, dwarves and elves through interactive experiences, combining traditional storytelling with action-packed 3D animation and games.

Users can follow some of their favourite characters, including Bilbo Baggins, Gandalf and Aragorn, or pit their wits against fellow fans in a peer-to-peer social battle experience, working their way through some of the series’ most memorable moments.

‘To live up to the expectations and hype, Google and Warner Brothers reached back to North Kingdom to help expand and evolve our previous immersive experience for The Hobbit: Desolation of Smaug with the ambition to capture the grandeur of all the films,’ says North Kingdom on its website.

Read our article on Land Rover’s new advertising campaign for more on multimedia storytelling.