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.
Another brilliant idea, when are we going to see this type of creativity here in Aus?
@Gavin, agree, I think the whole Aus issue is around budgets, scale and safety… we need more marketers willing to push things beyond comfort zones.
Agree with both Gavin and Aden. I think alot of creatives look at this stuff and drool but i’ve found Australian clients to be less adventurous when it comes to experimenting with cutting edge executions like this.
I think this will change in the future, we need an Australian version of Old Spice or such like to make clients comfortable enough to step over the line and try something different.
Great idea!
Can’t agree with everyone more and it’s a real waste because from our experience, while most Australian clients are still operating very much within their comfort zones, the audience respond very positively towards this kind of cutting edge engagements.
Technology need not necessarily be expensive, you just need to think creatively on how to apply them.
@Mal / @Pearl
Yep, totally in comfort zones. We just need someone to push it once and it will have a flow on effect across the entire industry…
Also agree our audiences have an amazing early adopter attitude, so that’s half the frustration with clients not pushing it.
[...] la noticia en Digital Buzz [...]
[...] very technology has been used to turn smart phones into, essentially, live video game controllers. At an exclusive party at the Mobile World Congress in Barcelona, guests could download an application that allowed them to see and then “capture” [...]
This kind of thing coming in 2011 to Australia
@Scott – looking forward to seeing it
and catching up very shortly!
Well done! It’s nice to see an easy to understand app that has all the logical features to make it fun and user friendly, while delivering an experience that lets users learn about the underlying product in a casual way. Imagine if all the “games” in the iTunes store would deliver on that…