Campaign success for Mission Impossible 3 and expansion of Hypertag solution into New Zealand for Aura and Adshel
Australia’s largest ever interactive game that launched Mission Impossible III via Hypertags has recorded almost 12,000 consumer interactions.
United International Pictures (UIP) and their media agency Mediaedge:cia, partnered with Aura Interactive, The Global Game, and Adshel to launch an original new interactive game inspired by the highly anticipated film. All players who registered on a dedicated website were required to race about their capital city, searching around various city locations for hidden answers to a series of Mission: Impossible themed clues.
The clues were delivered using a combination of SMS messaging and Aura’s Hypertag technology embedded into 40 Adshel bus shelters and street signage, positioned at various sites across the course within each capital city. Consumers accessing the Hypertags could download ringtones, wallpapers and a business card providing a number to SMS for the clue.
“We’ve raised the bar on interactive gaming,” said Jon Anderson, National Marketing Manager for United International Pictures. “This has been a tremendously innovative and exciting project which incorporated on-line, mobile and Hypertag technology, as well as good old-fashioned problem solving to make this race a thrilling real-time experience.”
Alison Vandyke, UIP Account Media Director comments: “The usage report on interactions shows which locations had the most interactions and how many other features consumers chose to download. It’s valuable information for us as an advertiser because we are always looking to improve the return on investment.”
Hypertags are short-range wireless devices, mounted in the advertising posters, which send information to mobile phones via infra-red. By activating the infra-red capabilities on their mobile and pointing it at the Hypertag, players could receive the next clue in the series.
Adam Dunne, Director of Sales & Marketing at Aura, pioneer of interactive wireless marketing in Australia comments, “Hypertag technology allows advertisers to engage and interact with consumers in exciting new ways. Of the total interactions, there were over 8,300 unique individuals and more than 50 per cent of the people who downloaded the clue also wanted the M:i:III branded mobile content. We were also able to record the top 20 handsets used and identify a hierarchy of the best performing sites.”
“Following on from the success of all our interactive outdoor advertising campaigns over the past 18 months in Australia, we are now just finalising the launch of the Hypertag solution with Adshel in New Zealand with the support of our local sales partner, coincidently named, The Hyperfactory,” said Dunne
Anthony Xydis, Adshel Marketing Director comments, “This campaign was a great example of how Adshel worked with a number of media channels to create a greater level of involvement and engagement with consumers, particularly in the out of home environment. We are looking forward to working with Hyperfactory and Aura to launch our first ever Hypertag campaign across our extensive street furniture network in New Zealand in August.”
