This is an interesting experiential campaign at the recent Mobile World Congress in Barcelona, Spain, for Qualcomm (the major sponsor) to promote their industry leading chipset. One night, they invited 4,000 VIP’s from the 60,000 attendees to an exclusive party, where they prompted attendees to download the dragon catcher app and compete in a live augmented reality game to capture the most virtual dragons during the party.
The app had a live leader board for people to check their score/position, and with about 30% of the attendees downloading the app it looks to have been a huge success. What I like about this campaign, is the instantaneous results combined with a captive market, you’ve got thousands of attendees standing around drinking, all whom are mobile addicts, that can play off against their industry contacts in real time from a personal device… Very cool. Created by Vitro.