A creative campaign had been held by Cornetto in Turkey and implemented by Unilever. The goal is as simple: to raise brand awareness of Cornetto’s latest product, Cornetto Ice Creams. In order to bring a boisterous campaign, they developed a game that was playable via projection mapping over 3 days in a central square in Istanbul. The interactive game was playable by people who had to call a number to enter, which then enabled them to control a character within the game using the keypad on their phone. The game was only playable by 5 people at a time, encouraging people to watch the action while they waited their turn. If you were successful, you got a code on your mobile which you could redeem for a free ice cream. Very unusual campaign, yet need a lot of budget to held.
Another positive value of this campaign is that it was about the experience offered to users, as opposed to offering a big reward as the incentive. As it was playable just using the keypad, it also opened up the game to nearly all mobile users. You didn’t need a special app or smartphone to play it. Check out the video: