20th Aug 2009
Marvellous has created the world’s first branded urban game on an Android handset to promote and raise the awareness of the Vodafone HTC Magic launch in the Netherlands.
The game, Go Tag was played out in a street event in central Amsterdam, and involved an army of enthusiastic contestants equipped with HTC handsets running around the city and tagging each other with pictures.
Split into 2 teams the players had to tag the other team, by taking pictures using an app on the HTC magic phone. The team tagged the most lost.
50 lucky players were drawn from 200 applicants in 5 days on a specially set up Vodafone microsite.
The two teams played 3 rounds of 5 minutes. Each team had a Dutch celebrity leader: singer and songwriter EliZe and TV presenter Dennis Storm.
The 'Go Tag app was engineered with latest image recognition technology.
The team with the most tags won HTC Magics for everyone.
Marvellous and Vodafone are considering organising more urban games with mobiles in the future.
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"Sharing complex technology stories with a mass market is tricky. We created the Tag Urban Game to show how capable the HTC Magic handset is, in a way that engaged and surprised people. An event like this creates a great pr story, delivers strong ROI and sets Vodafone apart from the competition"
Jon Carney, CEO of Marvellous
Through the micro site, anyone was able to register themselves for the urban game and with over 200 sign ups within 5 days, 40 fanatic contestants and an enthusiastic crowd; the urban game Virtueel Tikkertje was a real success. We are considering organising more urban games with mobiles in the future.
Willem Albert Bol, Vodafone NL, Media Manager
28th August 2009
Rafal Kwiatkowski
Short URL: http://prst.co/5i
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