The Verge reports that fans can download the 3D blueprint of the Key of Erebor, an artefact from The Hobbit: The Desolation of Smaug and make a replica using a 3D printer.
While the ads offer standard fare like links to buy tickets and check out movie trailers, there’s one particularly clever component to the campaign — viewers will be able to download 3D-printing blueprints for the Key of Erebor, a prop that should feature prominently in the second part of the Hobbit film trilogy.