Sony PlayStation2 '24: the game launch' by 20:20 London

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Sony Playstation has created '24: The Game' with an integrated campaign developed by 20:20 London. The mailer follows a similar mission-based vein to the PS2 computer game, where one interactive element of the marketing triggers another. The mail pack is designed to look like an old cigar box and contains trinkets of Jack bauer's daughter Kim's childhood along with several personalised items and a coded message that the recipient must decode in order to find the true, hidden message. Using their mobile phone to decipher the code, recipients discover a false bottom to the cigar box which contains a personalised note and a free demo of '24: The Game'. The mailer is being sent to 50,000 PS2 owners from Sony's database.

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Released: 27 April 2006

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Project name
24:The Game launch
Adam Boita, product manager Sony Computer Entertainment Europe
To give a select group of consumers the ultimate '24' experience by putting them in the centre of the action and seeing if they had what it takes to be like Jack Bauer
Creative agency
20:20 London
Creative director
Peter Riley
Peter Riley, Dean Woodhouse, Hugo Bierschenk
Mark Riley
Email, SMS and direct mail to 50,000 consumers on Sony's database

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