NokiaGame 2001 Overview

NokiaGame is a 3-week cross-media adventure game where players take on the role of the story's leading character (see video below for an overall impression of the campaign). Information, clues and tasks are delivered through a variety of different media (TV, Radio, Internet, Print, SMS, Email, and IVR). NokiaGame, as an advertising campaign, was in 1 word, excellent. Excellent in strategy, concept, design and excution. I worked on NokiaGame as a Flash programmer, creating all Flash related content (see also Learn to Connect). NokiaGame won several prestigeous industry awards (among others a Golden SpinAward, and 2 SpinAwards in categories Best Branding Website and Best Crossmedia Concept (see Adformatie and Emerce). Nokia Game was created and implemented by Human-i Euro RSCG (now Euro RSCG 4D), Benjamens van Doorn and Bikker. What made NokiaGame so effective was the exposure and the intensity of the players' involvement with the Nokia brand. It was played 600.000 people from their target audience, during 3 weeks, in real-time, synchronously in 28 countries throughout Europe and the Middle East, and in 20 different languages. Impressive numbers for the early days of integrating online into advertising. The intensity of the brand experience was a result of the fact that the game was an actual experience, integrating with the players' real life. Here's a quote from Wikipedia: 'The first contact with the game happened 2 weeks before the start of the game, with pre-registered players receiving a phone call from the mysterious "Geneva", begging the player to watch a certain TV channel at a certain time. At the time given by Geneva, a tv commercial was broadcast. This explained the story so far: a strange blue light ("The Tone") has embedded itself in the bodies of a group of skateboarders, who have been found and captured by an unknown organisation. Only one boarder managed to escape. Her name is Alpha. In the tv commercial, she receives the same phone call all the players received previously. The address of the first challenge then appeared on the screen, warning players to complete the challenge before the 3-day deadline or risk dropping out of the game.' 'What followed was mainly a series of internet-based games, which tested abilities such as memorisation, note-making, decision-making, skill and research. One memorable section of the game, "Tunnel", involved a maze of tunnels which had to be navigated in real-time. In order to complete the game in time, many players had to wake up in the middle of the night in order to make their crucial last move before the deadline. Hints, important information, and phone numbers needed to progress in the game were seeded as radio commercials, newspaper classified ads (featuring fake phone companies which were used to instantly transport the player to another area of the "Tunnel" maze), further TV commercials and even a full-page article on national newspapers (featuring a photo of Alpha, the player, with the caption, "Have You Seen This Woman?")'. Check my site for more work: Marcel van Duijn Internet Development & Consultancy (http://www.marcelvanduijn.com / http://www.marcelvanduijn.nl )