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May 2005 - Spain
As part of the traditional university parties held in Spain, Madrid hosted an event that brought together a flock of university students from across the city. The lottery La Primitiva was one of the event's sponsors, and its agency Tactics Europe decided on entertainment geared to the young partygoers.
In tune with the humorous side of the company's communications, SIA Interactive developed a virtual reality game in which participants had to find Pancho, a dog that appears in La Primitiva's ad campaigns. To play, participants donned a virtual reality helmet and were immersed in a scene filled with people and objects. Pancho was hidden amidst the crowd. Once players found Pancho, they were treated to a fun-filled doggie dance animation.
The audience's response to the game was excellent. All of the participants (mainly young people) thought the game was a blast. In the three days of the promo, more than 1,000 people played on the two installed platforms.
“SIA knew exactly what we were looking for. The game was a big hit, and it was in line with the style of communications that the company has become known for”.
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