Direct > Strategy
GANGS OF LONDON
20:20 LONDON / SONY / 2007
Awards:
Overview
Credits
OVERVIEW
ClientBriefOrObjective
Take gamers beyond conventional advertising to a place where they can become truly involved with the marketing launch of Gangs of London
Outcome
Email response rates averaged a high performing 16.5%65% of visitors to nickthediamond.com came from banners, SMS clues, word of mouth, forums and other campaign web locations.The interactive press and outdoor element delivered a 34.9% conversion from mobile to online media to continue the brand experienceWoM from SMS clues reached a staggering 3,783%.10000 'teddy bear' DM packs were sent out to early users who registered on the site. One bear appeared on eBay and generated an intense bidding war.A group of users even created a blog 'My London Adventure' to exchange clues and information.
Solution
We wanted our target audience to be part of the campaign, to dictate the outcome, to blog about it, to tell thier friends. We supplied hidden clues (the game's gang logos) around London's streets on billboards, newspapers and on the internet. Users had to identify the clue, take a cameraphone picture and send it to a shortcode. Our image recognitions software identified where the user was and instantly sent them another clue to continue their hunt for the diamond prize.
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