It’s not just science fiction: Dubious instructions pop up while playing mobile games, pixelated crop circles suddenly appear in videos. Players receive cryptic text messages and Twitter is flodded by the hashtag #Conspiracyforgood. The whole scenario reminds us of a typical Dan Brown conspiracy theory – a theory which was brought to life at least to some extent: On 17thJuly 2010, Nokia had officially launched its “Social Benefit Storytelling” campaign. Right after, the whole plot got twisted – it transformed into an AR Game in which the players act as their hero’s best fellow. The game settings were simple: In order to prevent the relocation of an African colony enforced by the corrupt oil company Blackwell Briggs, the fellows have to follow up on clues, uncover information and interact with each other to cause the downfall of Goliath. This transmedia campaign has it all: a Hollywood director, several entry points, interactive storytelling and an approachable main character. But what are the exact structures underlying the campaign?
Brand Building, Brand Storytelling, Marketing, PR