Direct > Strategy
24 THE GAME
20:20 LONDON / SONY / 2006
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
The ‘24’ TV series, starring Keifer Sutherland is the biggest show in Fox’s history. Adrenaline, intrigue, and plot twists make it compelling viewing. We needed to launch the computer game spin-off, ‘24: The Game’ by staying true to the Show’s values. However, the game goes one step further, allowing YOU to take on the role of a Counter Terrorist Agent. We needed a marketing strategy that placed YOU at the centre and gave lots of reasons to believe YOU were on a secret mission. Oh, and like the Show, let’s make the marketing unfold in realtime over 24 hours.
Outcome
This wasn’t just a communication to create awareness, or to get a game demo out to fans, but to reward and remind them that Sony and PS2 know about the excitement and interaction of action games and also the thrill of being part of new releases. The campaign has recently launched, so detailed figures are unavailable, however, early consumer feedback shows that an involving experience is proving effective. As of March 18 (1 day after launch) 24: The Game went straight in at number 3 on the PS2 sales charts.
Solution
A truly integrated plotline (email, SMS, personalised internet films and DM) where Jack Bauer requests YOUR help in finding clues to locate Kim Bauer, Jack’s kidnapped daughter.We created multiple touchpoints which placed you in the action and only through your efforts, did you progress to the next stage of the campaign. Genuine consumer interaction and 24-style problem-solving resulted in a personalised mission with a hidden reward when you completed the campaign mission - a free playable demo of the game.
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