Monkey Murder Mystery
Goal Telco Hi and hardware supplier LG Mobile wanted to join forces in order to reach young people in four major Dutch cities. The goal was to push sales in the new Hi-stores and promote LG’s latest multimedia phone, the Shine. Our task also included getting free publicity, increasing the use of MMS and creating brand awareness within the target group.
Concept At Taxi Europe we developed an interactive real-life game, based on early ‘Gotcha-games’. Players were assigned another player as a target, which they had to find and take out by shooting a picture of him or her with their mobile phone. By using MMS to send this picture to MonkeyMurder - the game-master - they could confirm their ‘kill’. In return they were assigned a new target.
Players could get more information on the whereabouts of their targets, by completing provisional assignments. These were given in all kinds of media.
Media: Players in four major Dutch cities were fighting their MonkeyMurderMystery battle for weeks, using internet, mobile phones and printed media. They registered online, received and sent assignments through their cellphone and were given clues in printed media as well as on the internet and on their phone. Apart from that we used a variety of other means to get the message across, such as a commercial, an event, TV programme integration, Hyves (social network), weblogs and Boomerang freecards.
Results
2x ADCN nominations
2x Spin Awards nominations
1x Esprix nominations
Free publicity on several national and local radio and TV stations (Radio Veronica, TV Gelderland), in newspapers (Telegraaf, Metro) and on news sites (nu.nl and Het Parool)
Monkey Murder Mystery from Marvin Koppejan on Vimeo.
Concept At Taxi Europe we developed an interactive real-life game, based on early ‘Gotcha-games’. Players were assigned another player as a target, which they had to find and take out by shooting a picture of him or her with their mobile phone. By using MMS to send this picture to MonkeyMurder - the game-master - they could confirm their ‘kill’. In return they were assigned a new target.
Players could get more information on the whereabouts of their targets, by completing provisional assignments. These were given in all kinds of media.
Media: Players in four major Dutch cities were fighting their MonkeyMurderMystery battle for weeks, using internet, mobile phones and printed media. They registered online, received and sent assignments through their cellphone and were given clues in printed media as well as on the internet and on their phone. Apart from that we used a variety of other means to get the message across, such as a commercial, an event, TV programme integration, Hyves (social network), weblogs and Boomerang freecards.
Results
2x ADCN nominations
2x Spin Awards nominations
1x Esprix nominations
Free publicity on several national and local radio and TV stations (Radio Veronica, TV Gelderland), in newspapers (Telegraaf, Metro) and on news sites (nu.nl and Het Parool)
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