Three, the mobile network, is launching the first-ever interactive 8-bit video game on Instagram as part of a new marketing campaign.
The game, created and developed by Gravity Road, celebrates phone culture and features a character whose aim is to make it through three levels of obstacles without looking up from her phone.
Once players have completed all three levels, they enter into a draw to win a Razer Phone 2, which is specifically designed for gaming.
Three is drawing on the insight that gaming has moved beyond being an in-home experience and is now part of the mobile world.
The work also taps into the nostalgia for 8-bit video-game consoles from the 1980s that seem primitive by today’s standards, such as the Nintendo Entertainment System and the Sega Master System.
It was created by Ben Cashmore. The game is live on Three UK’s Instagram channel from today.