We created the world's first-ever outdoor multiplayer game for mobile phones. For 15 nights we projected our game on the side of a large building in the heart of Turkey’s biggest city.We challenged groups of technology-loving young adults to collect three ice-creams in 45 seconds in a Pac-man style game.

The number keys on their mobile phones were used like joysticks to control their characters.

The multiplayer mechanic got strangers competing and conversing. Boy met girl as they battled for the chance to win a CORNETTO.We drove evening passers- by to our event with music and entertainment and placed digital kiosks with a simpler version of the same game in surrounding streets to encourage maximum participation.

We created an amazing experience.For two hours per night over 15 days, 3,500 played the game and 3 million watched.We created incredible engagement: Players mingled and chatted together, word of mouth was phenomenal both on and offline.We generated great media value: Press coverage alone offset half the media spend.We transformed the image of CORNETTO: Sales rose significantly and the “Official Ice-cream of Love” is now fun rather than old-fashioned.