Sony Quantum Code by Euro RSCG Australia

Share this content:

To promote the release of Sony Pictures' James Bond film “Quantum of Solace” down under in late 2008, Euro RSCG Australia capitalized on the simultaneous launch of QR codes throughout the country.

“Fortunately, the stars aligned in our favor and we were able to create an exciting game both in the real and virtual worlds,” explains Rowan Dean executive creative director at Euro RSCG Australia. “It took on a life of its own, with gamers hacking into websites, setting their own false clues and engaging with our very own spy, Candace Newlove.”

The campaign targeted 8.000 tech-savvy influencers over a 23-day span, and offered $15,000 in Sony products to whomever could crack the code on the final day of the campaign, on which participants gathered at Sony's flagship store in Sydney.

Audience engagement surpassed expectations, with over 25,000 video views and several hundred participants gathering on the campaign's final day.

“The promotion certainly caught the attention and imagination of the more sophisticated online audience, who were our key target market,” Dean explains. “Even though we deliberately made the initial clues as obscure as possible, we found we had to up the ante dramatically as the game progressed.”

Rowan Dean
Tim Cheng
Peter Maniaty 
Eric Phu
Jamal Hamidi
Janine Poon
Heather Stewart
Darren Cole
Tim Boys
Skye Lanser
Robert Muller

Executive Creative Director, Copywriter
Creative Director/Digital
Creative Director/Direct
Engagement Strategy Planner
Copywriter
Art Director
Art Director
Head Of Design
Group Account Director
Executive Producer
Senior User Experience Manager

close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above