Sponge Marketing Deliver Pre Launch Competition for Unchartered 3
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sponge marketing unchartered3


The Brief

Uncharted 3 required an exciting pre-launch competition to engage consumers through mainstream media prior to the game’s launch. Sponge launched the Uncharted: Treasure Hunter competition, an international search for 20 treasure hunters who would win the opportunity to join the trip of a lifetime – a real life treasure hunt through the Arabian Desert with €10,000 worth of prizes at stake.

What We Did

We recreated the story of Uncharted through a series of videos using sand as the medium. We gathered would-be adventurers to take part in the Uncharted: Treasure Hunter competition to try and win their place on the trip of a life-time. From this 20 finalists and media were transported to Wadi Rum to begin an action-packed treasure hunt through the Arabian desert. To ensure mainstream coverage in men’s lifestyle press, Sponge appointed a real-life adventurer and survival expert, John Sullivan, as an adviser on the campaign