24 The Game
This video explains the buzz campaign that was used with Sony PS2 game players to get them interested in 24 The Game which came out over a year ago. (via Adfreak)
Whilst ratings for the game indicate it was nothing special, the promotion aspect was pretty involved. So here’s thr run down if you don’t want to watch the film:
- Send out email to Sony mailing list (those where you have email, phone and home address)
- Email takes you to a personalised film…whilst watching you get an SMS that leads you to another website and film.
- The second film has a package with your name and address on
- You get the package the next day. Looking at the stuff and decoding clues, you find a demo CD under a false bottom, so play the game and tell your friends
- One final easter egg, under a stamp on a postcard is another URL and name/password taking you to a site where you can find the making of the campaign video.
It’s this last video that has now been put on YouTube. Layers upon layers, each one only triggered if the person takes the steps. It has an advantage that you do not need to go the whole hog for the whole database, just based on experience of activation. I’d be interested in knowing the response rate – my guess is that there was a a long phase of stuff being opened as buzz got out and about. The agency appears to be 20:20 London, but this write up does not appear on the website (which is a typical creative agency site with lots of flash, poor load times and bad navigation). However, looking over the stuff that is case-studied there’s a lot of good stuff here. Love their thinking (but please make the website deep linkable!)
