To promote the release of UNCHARTED 3: Drake’s Deception™, Noise created a mobile Facebook campaign for PlayStation Canada.
Taking the premise of the Uncharted game (treasure hunting) Noise developed a program where users could virtually collect treasure for the chance at $10,000 or over 1000 instant-win prizes. Over the course of five weeks, players were encouraged to seek out and collect hidden ‘treasure’ pieces both online and off.
To play the game, users had to find and collect treasure pieces by visiting specific urls or scanning QR codes with their smart phones. Every piece they found gave them an entry into the grand prize draw. Treasure pieces were seeded across Canada, in cinemas (print and on-screen), malls (posters), EB games locations (signage and flyers), playstation.ca and Facebook media.
The Uncharted Treasure Hunt promotion allowed consumers to experience the thrill of being a treasure hunter in real life, then sharing that experience with friends and emphasized visits to retail (EB Games) as an integral part of the contest.
Out of Home Execution
Players could virtually collect treasure pieces in the real world by using their smart phones to scan QR codes located on mall posters and on signage at EB Games stores. They were also able to collect treasure through specific URLs featured on theatre stills at Cineplex cinemas.
Players could collect treasure pieces online by clicking specific URLs hidden in popular gaming sites.