James Bond: the spy who phoned me

DESCRIPTION

Being associated with James Bond, arguably the world’s coolest on-screen character, is a sure-fire way to great publicity and money-can’t-buy kudos. Luckily for Sony Ericsson, their C902 Titanium Silver Cyber-shot phone was the mobile of choice for Daniel Craig’s James Bond in the latest movie, Quantum of Solace.

But the phone manufacturer has not sat back and allowed the film’s popularity to do all the work for it and has instead created a content-rich microsite offering users “Directive C902”, an interactive movie that puts the player’s secret agent skills to test in four separate missions.

Designed to show off the phone’s features and functions, the movies have been filmed in the style of a spy thriller, and every time a player completes a level they unlock an exclusive phone application as well as gaining access to the next level of the game.

The applications up for grabs – which are all fake but made to look real to the unsuspected onlooker - include a fingerprint scanner, an x-ray viewer and a universal detector.

A wireless spy cam, which allows users to set their phone up to take photos at regular intervals for a set period of time, is also unlocked when different levels of the game are completed.

The campaign is running in 42 countries and anyone can play the games online, regardless of whether they have a Sony Ericsson phone, but when each level is completed and the option is offered to download the spy-themed application, only Sony Ericsson handset-owners will be able to take advantage.

When all levels are completed, users can enter to win a VIP trip to Monte Carlo. The website also hosts the Quantum of Solace trailer and information on Sony Ericsson phones.

TV, cinema, outdoor, press and in-store point of sale activity have also been used as part of the campaign activity.

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