ASIA-PACIFIC – HONG KONG, DECEMBER 7, 2010 – one2free recently launched The Dream Factory, an innovative augmented reality game to drive awareness and customer engagement around the launch of the new HTC Desire HD device. Designed and developed by TBWA\TEQUILA\Hong Kong and OMD, and produced by Cherrypicks, The Dream Factory targets avid gamers and followers on Hong Kong’s popular Sina platform. The game is available through Sina HK’s gaming section and via www.one2free.com/dreamfactory.
The AR game is a first-to-market web-based approach using revolutionary facial recognition technology, clever media planning, and striking creative design to deliver a fun and engaging experience while educating users on the device’s various features and capabilities. The game’s facial recognition software functions as the main engine of the game to drive users from one level to the next, the ultimate goal being to ‘catch’ as many apps and feature icons as possible in the shortest timeframe.
As part of one2free’s strategy to build a strong social network community, users can access the game via their one2free Facebook fan page where a viral competition is taking place, or on the Sina HK platform. To drive participation, the print campaign offers an exclusive game code distributed with MetroPOP magazine that gives users additional time for the competition. one2free will award the top three winners with free HTC Desire HD phones exclusive to one2free when the competition ends on December 29, 2010.
