In Ground Zero, the player uses an Ericsson mobile telephone loaded with mobile Internet tools to compete in a futuristic citywide scavenger hunt. With only their phone to help them they must follow three clues to learn the secret location of Ground Zero. Ericsson's goal for the production were to show off their new Mobile Positioning technology (which allows the mobile telephone to know where it is at all times, enabling a number of cool applications) and profile the Ericsson brand as visionary and leading-edge. The primary target audience was youthful early-technology-adopters, and the secondary target audience was telecom network operators. the gameplay was designed to be relatively quick and simple, partly because it was to be delivered via the Internet and therefore needed to be small and partly because the target experience time was 10/15 minutes. But Ground Zero is a fun game in its own right at the same time as it is tightly integrated with Ericsson's products and messages. The result is a highly effective marketing experience and a fulfillment of the vision that games can also make good communication tools.