France ‘hacks’ Playstation ads

France ‘hacks’ Playstation ads
Emma Mackenzie
By Emma Mackenzie
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Over in France Playstation is giving consumers the chance to ‘hack’ a Playstation 4 ad with their smartphone.

In anticipation of the launch of the new game ‘Watch Dogs’ Sony Computer Entertainment and Ubisoft Sony have teamed up with Mindshare, Clear Channel France and Biborg (online display advertising company) to deliver a digital outdoor campaign for launch.

Using the tagline of ‘hacking is our weapon’ the Playstation 4 ad is broadcast all day on a Clear Channel screen.

Users can come up and scan the QR code within the screen which enables them to take control of the ad and essentially ‘hack’ it.
[youtube http://www.youtube.com/watch?v=DmXNlWXkrLc]
Each ‘hack’ pulls the user into a chance to win a Playstation 4, the Watch Dogs video game and other prizes.

“We are delighted to have been able to associate our two main video game clients around this campaign,” Bruno Luriot, business director and co-founder of Biborg, said.

“We wanted to create a surprising and immersive user experience, directly inspired by the universe of the ‘Watch Dogs’ game and it is a very good example of our strong will to bring interactivity in Digital Out Of Home campaigns.”

Playstation3

 

Playstation1

Credits: Advertisers: Sony PlayStation and Ubisoft Ubisoft: Guillaume Aspeteguy: Product Manager Sony PlayStation: Patrick Vernuccio Marketing Group Manager Campaign dates 30/05 – 05/06/2014 Creative Agency Biborg Bruno Luriot: Business Director Olivier Campion: Art Director Renaud Collet: Lead Developer Media Agency: Mindshare Audrey Vinh: Account Director Advertising Network: Clear Channel Virginie Pezerat: Project Director.

Just last week a PR stunt in Sydney for the game went awry when a bomb squad was called to the Ninemsn office.

The stunt saw a black box delivered to the offices with a pin code, however the pin code appeared to be incorrect and elicited a beeping sound, leading to the bomb squad being called.

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