To launch the new Nokia 6110 Navigator, the first snmartphone with an integrated GPS navigator, we created the most connected urban game of Italy: a 10 day online phase to select the 60 final teams who participated in the challenge on the ground in Milan, Rome and Naples, a mobile centric scavenger hunt to seek and collect the new Nokia 6110 Navigator.
The Engagement with the Mi-Ro-Na map. A city map created by bonding the streets of the three main cities Milan, Rome and Naples.
The Guerrilla Phase. We misplaced original signs for Historic Sites and Monuments, placing them in the wrong city.
The Urban Game Phase.
