The revolution behind the Spark Social City is the mix of different technologies, resulting in a never seen before online platform. Every challenge we had in building this experience couldn't have been overcome, if not through the complete integration of Flash, Unity 3D and Facebook and Twitter APIs. The resulting digital platform allowed us to deliver an unprecedented level of engagement for the user, putting them in charge of deciding how their experience was going to look like, at what pace and in what way they were supposed to live it, and what part of it they wanted to share on Social Networks (through the "Take a picture" tool).

The structure is actually more simple than it looks: Facebook and Twitter APIs collect data from the users social networks. These data are selected through algorythms to be always the most relevant ones to the user. Flash then takes these data (photos, friends, likes, videos, posts, tweets, birthdays, etc), retouches them, reinterpret them, sometimes even rebuilds them from scratch and then use them to enrich the generative architecture of the Unity3D-built city.

We see in Spark Social City a very small, but very important first step, in the future of both digital and classic advertising: where our information is not used as a simple cut & paste on an advertising campaign, but where they actually become, together with users, active role in story-telling, the foundation of the campaign.

Through freedom and a very rich sandbox structure, the Spark Social City promises to do just that.

In less than 5 weeks, Spark Social City was visited by more than 250 thousand people. A number that is steadily increasing. But, more than the quantity, it's the quality of the engagement that really makes it a successful experience for the users and an effective branded content for the client.