ABOUT

To celebrate the launch of the new iPhone, Game of Phones was created – a digital competition that offered 100 lucky winners an exclusive same-day home delivery of their new iPhone on release day from 3. No queues. No waiting. Just pure excitement and instant gratification.

The Challenge
The iPhone launch is the telecom industry’s biggest event of the year. But standing out in the crowded buzz surrounding Apple’s keynote is a major challenge – especially given Apple's strict marketing guidelines. Resellers and operators are not allowed to show or even name the product outside of Apple’s predefined formats. So how can a brand promote a product it can’t show?

The Solution
The traditional queue was turned into a mobile game.
Game of Phones replaced physical waiting lines with a fun and competitive digital experience, where players competed to win one of 100 exclusive iPhone deliveries on launch day. The concept brought queuing into the digital realm – directly inside a mobile phone. Players could choose between two game modes: Speed (first come, first served) or Stamina (hold your place as long as possible). Participants logged in via Facebook, challenged friends or random opponents, and had just one minute to accept incoming challenges – or lose their place. The campaign was promoted across digital platforms with an original online film and targeted banners. A viral loop was built in: every challenge sent helped the campaign spread further via Facebook.