SEGA has launched a unique and innovative marketing campaign today to commemorate the 20th anniversary of their blue, blurry mascot: Sonic.
The campaign is centred around an iPhone app created by agency JWT Sydney called Sonic Vision: Catch the Blue Blur, which allows players to point their phones at any of the outdoor posters (aka glyphs) being thrown up around Australia for a chance to ‘capture’ Sonic for a point. Players can then upload their high scores to a leaderboard, share their high scores via Facebook, and win prizes from SEGA.
Neroli Baird, marketing manager for SEGA Australia, said: “JWT has recognised the rising prominence of mobile amongst gamers and created an experience that is a fitting celebration of a gaming icon like Sonic the Hedgehog.”
Ashadi Hopper, national digital creative director at JWT, added: “Sonic the Hedgehog is one of the world’s greatest game franchises and it’s a privilege to have been able to create a new Sonic experience for Australian gamers.”
The app has an in-built map highlighting all the nearest glyphs to help players hunt. Once players find them, they hold their iPhone up to the glyph and a ring will appear on screen. Sonic will dash quickly through it and players will have to use their reflexes to quickly grab him to earn the point for that location.
Other than the outdoor marketing campaign (pictured), players will also be able to capture Sonic using markers found in print, TV and online advertising.
Web sites can also voluntarily get involved in the campaign by downloading and hosting a glyph on their homepage, encouraging the campaign to have wider community support and driving readers to find Australia gaming sites they perhaps didn’t know existed before.
Glyphs will be found at 15 major shopping centres throughout Australia as of today. Sonic Vision: Catch the Blue Blur is available now for free for iPhone, and the campaign is set to run until 15th December.
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