Nokia’s The PassengerTo promote their new multimedia GPS car kit and affirm their position with the ever-growing in-car communications market Nokia have created a multi-media online gaming experience.
Incorporating real film footage into the interactive experience, gamers use the Nokia Multimedia Car Kit CK-20W to navigate their way through to the Parisian destinations.
Designed by Hyper Happen it aims to connect with Nokia’s tech-savvy, affluent male target audience.The story contains all the essential elements or at least, the stereotypes of a film noir; a femme fatale, a driver, and a mysterious man are the key characters.
Daniel Goodall, digital marketing manager for enhancement products at Nokia says: ‘The Passenger mixes video and gameplay in a way that we don’t think has happened before. All the driving is real video, real streets and fully controlled by the user…I find it really a creative way of promoting a mobile GPS device since it puts you in the right context immediately and is fun at the same time’.
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