TargetNMI and Flytxt design SMS text and poster game for PS2

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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