50 handpicked journalists, 50 mysterious mobile phones arriving in the post... Three cryptic phone calls from hero Bryan Mills..
In 2013 we produced a large-scale London-wide transmedia treasure hunt - with media, influencers and bloggers offered the chance to win a five-star holiday to Istanbul.
The Taken 2 Phone Challenge took place on the streets of Soho. A multi-platform, interactive and immersive treasure hunt, celebrated Taken 2's Blu-ray and DVD release. It began with 50 mysterious mobile phones being posted to journalists. The phones arrived in unmarked envelopes, with just a Twitter handle and hashtag pointing towards the challenge to come. Emails from a special Bryan Mills Gmail address laid out the terms and conditions of the challenge, targeted Tweets to key influencers heightened the tension and the phones ringing on the media's desks kicked things off with a bang.
The phone calls set contestants a series of increasingly cryptic challenges, launched a London-wide treasure hunt, all inspired by the dramatic storyworld of Taken 2.
The story was covered by a range of journalists and bloggers, taking the film property far beyond the usual film pages. Capital, Heart, Yahoo, FHM, Front, Ain’t It Cool, Holy Moly, Digital Spy, Zoo, Men’s Fitness, Ask Men and Bleeding Cool were among those taking part.