Virgin Mobile Game of Phones

Campaign overview
Game of Phones is an integrated brand campaign that plays off the popular TV series Game of Thrones. Players were challenged to hunt for and then steal almost $200,000 worth of prizes via a location based app game that saw live interaction between tens of thousands of people on the streets of Australia. The ultimate winner was rewarded with a $50,000 VIP holiday. The game was not endorsed or affiliated with the HBO TV series, but players were encouraged to be as cunning and treacherous as its characters.

Campaign stats
40k app downloads.
2.5m screen views across Android & IOS.
103m+ online impressions.
338 Editorial pieces with a reach of 18m+.
$2.5m in earned media.
5%+ Brand consideration.