Uncharted 3: Drake's Deception
PR campaign
Uncharted 3: Drake's Deception is the latest instalment in the multi-million selling Uncharted series, available exclusively for PlayStation 3. Playing as the charismatic fortune hunter, Nathan Drake, players engage in a high-stakes adventure across the globe, from the streets of London to the heart of the Arabian Desert.
The Brief
One of the biggest game launches of 2011, Uncharted 3 required a PR campaign that would unveil the fascinating historical inspiration behind the game, whilst allowing consumers to truly experience the perilous, high stakes adventure that Naughty Dog's Uncharted series is known for. Sponge were tasked with creating a PR toolkit of both print and digital assets that could be rolled out across EMEA, Australia and New Zealand. In addition, Sponge created an exciting pre-launch competition to engage consumers, culminating in a thrilling adventure in the Arabian Desert.
What we did
The PR campaign drew on the historical inspiration behind the game, following in the footsteps T.E. Lawrence ("Lawrence of Arabia"). Acclaimed sand artist, Natalya Netselya, recreated the story of Uncharted through a series of videos using sand as the medium. Would-be adventurers were invited to take part in the Uncharted: Treasure Hunter competition to try and win their place on the trip of a life-time. Twenty finalists, along with media from their respective countries, were transported to a traditional Bedouin settlement in Wadi Rum where they began their action-packed treasure hunt through the Arabian desert. Travelling by jeep, by camel and on foot, the treasure hunters followed a series of clues and challenges, picking up treasure along the way, which would be later traded for €10,000 worth of prizes. To ensure the puzzles and challenges reflected the type of activity that the charismatic fortune hunter, Nathan Drake, experiences in the game, Sponge appointed a real-life adventurer and survival expert, John Sullivan, as an adviser on the campaign.
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