Our analysis demonstrated that we needed an engaging tool which our target audience uses every day, such a tool which would allow us to use elements of gamification. We based the communication on a custom action, combining the main theme of the game (treasure hunt) with modern technological solutions ie. Jakdojade.pl - Poland’s most popular route-planning app for public transport. Moreover, using main network of parcel pick-up lockers: we hid 50 treasures in parcel pick-up lockers in 5 Polish cities; parcel locations were revealed in the Jakdojade.pl app and website, as well as the PlayStation Poland Facebook pages. Simultaneously, pick-up points were displayed on the app map. Whoever got there first, was the winner.

Communication based on a custom action, combining treasure hunt theme of the game with technological solutions ie. Jakdojade.pl - Poland’s most popular route-planning app for public transport.

Timeline: May 2016

Campaign in 6 biggest Polish cities: Warsaw, Cracow, Poznan, Wroclaw, Gdansk, Gdynia

The treasure hunt contest was planned for one week yet it was so popular that all the parcels were found within three hours. The contest post on the PlayStation Poland Facebook profile got 290 likes, 255 within the first two hours and 42,000 users clicked banners in the Jakdojade.pl app within the first three hours. Uncharted 4 banners were displayed on Jakdojade.pl between May 10th and 13th. At the time, Jakdojade.pl had 3,200,000 unique users a month and nearly 40,000,000 searches for connections.