Using QR technology for the first time in Australia, SONY created a mobile promotion that recruited tech-savvy 'spies' for a thrilling real-world treasure hunt and adventure leading to a promotional tie-in with the James Bond movie Quantum of Solace. A series of complex cryptic clues unlocked a safe containing $15,000. Activated via mobiles, the search for clues revolved around a cast of villains and a beautiful spy, Constance Newlove. To complete their tasks, recruits competed using social networking platforms such as blogs, forums and Facebook. With over 8,000 dedicated players and thousands of comments posted on forums and blogs, Constance Newlove's YouTube and Facebook channel gained tens of thousands of fans during the campaign.
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