Cannes Lions

GANGS OF LONDON PSP COMPUTER GAME

20:20 LONDON / SONY / 2007

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

We wanted our target audience to be part of the campaign, to dictate the outcome, to blog about it, to tell their friends. We supplied hidden clues (the game's gang logos) around London's streets on billboards, newspapers and on the internet. Users had to identify the clue, take a cameraphone picture and send it to a shortcode. Our image recognitions software identified where the user was and instantly sent them another clue to continue their hunt for the diamond prize.

Outcome

Email response rates averaged a high performing 16.5%.65% of visitors to nickthediamond.com came from banners, SMS clue & word of mouth.

Interactive press and outdoor delivered a 34.9% conversion from mobile to online media.WoM from SMS clues reached a staggering 3783%.10,000 'teddy bear' DM packs were sent out to early registrants on the site.

Similar Campaigns

12 items

Space Descent With Tim Peake

CHEIL WORLDWIDE, London

Space Descent With Tim Peake

2019, SAMSUNG

(opens in a new tab)