In cooperation with Sony Computer Entertainment we enhanced their marketing activities for the latest PS3 blockbuster Little Big Planet with mobile image recognition. Their interactive print campaign presented itself as a hide-and-seek game. Each day during one week Switzerland’s largest free daily newspaper 20 Minuten printed one of those “lost” Sackboys on a random page:
Readers were asked to find Sackboy, take a picture of it with the camera of their mobile phone and virtually send it back to Little Big Planet. One of the lucky participants was rewarded with an around the world ticket!
We did not only get regular photos of Sackboy but very creative ones too. Have a look:
Please find more details on the campaign in our Mobile Marketing section.
This example shows how to successfully higher consumer engagement by making a static print campaign interactive. Instead of just page forward when consumers see an ad they actually interact with your product, take a picture of it (which usually stays in the album of their mobile phones) and get a personalized response directly onto their mobile phone - the most personal media.
And by the way: don’t miss out to buy the game - it’s so much fun!
Tags: campaign, competition
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