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Published on Jun 13, 2011
A cool on-street campaign here from Cornetto in Turkey, implemented by Unilever. To raise awareness of Cornetto Ice Creams, they developed a game that was playable via projection mapping over 3 days, in a central square in Istanbul. The interactive game was playable by passersby who had to call a number to enter, which then enabled them to control a character within the game using the keypad on their phone. The game was only playable by 5 people at a time, encouraging people to watch the action while they waited their turn. If you were successful, you got a code on your mobile which you could redeem for a free ice cream. What I like about this campaign is that it was about the experience offered to users, as opposed to offering a big reward as the incentive. As it was playable just using the keypad, it also opened up the game to nearly all mobile users, as you didn't need an app to access it.