The multi-platform campaign in Australia, based around an augmented reality iPhone app called "Sonic Vision – Catch the Blue Blur‟, can be used in conjunction with out-of-home,TV, magazines, online banners and websites.
The app allows the public to capture the Sonic character and gain points by locating augmented reality markers around the country using built-in maps and GPS technology. Over the coming weeks, additional locations will become available and automatically update the game map.
Sega marketing manager Neroli Baird said JWT had "recognised the rising prominence of mobile amongst gamers and created an experience that is a fitting celebration of a gaming icon like Sonic the Hedgehog".
To deepen consumer engagement, fans can submit their points to a leaderboard and follow the progress of other players, win Sonic prizes and share their scores on Facebook.
The campaign runs until December 15.
National creative director, digital and direct - Ashadi Hopper
Senior Art Director - Michael Malherbe
Senior Copywriter - Laurie Geddes
Copywriter - Ed James
Executive Creative Directors - Mark Harricks/Angus Hennah
Designer - Michael Kleinman
Designer - Daniella Adam
Account Management – Rob Nichol, Sabine Schusser, Angus Pragnell