Stage 1 was a teaser, taking the form of an Alternate Reality Game. Through the use of QR Codes (which we rebadged ‘Quantum Codes’ - new technology in Australia at the time) it allowed consumers to lead a double life through their mobile phones, as they assisted a mysterious agent, Constance Newlove, in a series of spy missions. Stage 2 began the moment Stage 1 ended and was seamlessly integrated thematically, visually and through the continued use of QR Codes; this time by scanning codes printed on in-store materials, consumers could double their chances to win. Again, this was an Australian first.

The Quantum Code was the most successful SONY consumer electronics promotion ever in Australia.STAGE 1 - TEASER*8,000 unique mobile players registered*23,500 mobile views from 35 countries*Over 10,000 Youtube views*24,000 views of the official game online forum (gizmodo.com.au)*Over 250 attendees at the final event held inside the flagship Sony Centre store on George Street in SydneySTAGE 2 – CONSUMER PROMOTION*Total sales value generated: 33% over stretch targets*Individual customer entry registrations: 42% over stretch targets