Sony Uses Text And Outdoor For Treasure Hunt

Sony is to use a combination of SMS messaging, online adverts, magazine inserts and outdoor to create a treasure hunt promoting its Jak & Daxter game for the Playstation 2.

The Eco Hunt game has been put together by TargetNMI and Flytxt. Magazine inserts in the Christmas issue of Future’s Official Playstation 2 Magazine will feature maps of the major UK cities: London, Birmingham, Manchester, Newcastle, Leeds and Glasgow. These will help players find “ECOs” (codes on posters) which they can text to be in with a chance to win a home cinema kit or other PS2 prizes. At the same time, a similar game will run online, with codes being hidden in banner ads on gaming websites gamesdomain.co.uk and computerandvideogames.com.

Carsten Boers, Flytxt client service director commented: “The campaign makes clever and creative use of SMS’ urban and ubiquitous character by sending gamers out on the street to collect ECOs. The combination of texting and outdoor posters is a perfect match.

Flytxt: 020 7841 6400 www.flytxt.com Target NMI: 020 7436 5000 www.targetnmi.com

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