TargetNMI and Flytxt have unveiled new work for a Sony game title,
Jak & Daxter, on the PlayStation 2.
The campaign is designed to create a high-tech treasure hunt around
town. The "Eco hunt" involves magazine inserts, strategic outdoor
placement and an interactive SMS game. Through the combination of
outdoor and texting, players can re-enact some sequences of the game in
the real world.
The SMS competition mirrors the discovery theme of Jak & Daxter's
journeys into the real world by sending the players out on to the
streets to hunt Ecos, the power sources that help players on their game
quest. In reality, the Ecos collected in the SMS game are codes on
posters placed around cities in the UK.
The wireless marketing company Flytxt and the youth communications
agency TargetNMI designed the SMS campaign.
The SMS campaign was created by Carsten Boers and Karine Masse from
Flytxt and Julian Ireland from Target-NMI.
Alex Flynn of TargetNMI designed the posters and inserts.
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