Carlsberg, a Danish brewing company, has a funny, creative mobile game that challenges players to “unbottle” themselves and complete dares to win an all-expenses-paid party in Hong Kong. The daring can compete with their friends to finish the most “missions,” like approaching tourists and claiming to be a famous Swede (the singer from Ace of Base, anyone?). Shaking your phone delivers a new mission (there are over 500) and players have until April 19 to submit pictures and video of themselves in order to rack up points. Carlsberg says players have completed over 37,000 missions so far. (Check out Carlsberg’s YouTube channel to laugh at, I mean observe, some of the recently completed missions.)
The campaign’s brilliance lies in making it easy to play and get new missions, and leveraging the ease of shooting and uploading mobile pics and video (not to mention giving twentysomethings a reason to do zany, attention-grabbing pranks). How could integrating mobile tagging make this social game even better?
Geolocation is one way that comes to mind. Some missions rely on the players’ honesty, but adding a Tag in certain locations (like subways or famous monuments) for players to scan could help guard against cheating. Even if someone moved the Tag, the coordinates of where it was scanned would help the judges with verification.
How else can mobile tagging be integrated with social gaming? Share your ideas in the comments below or on Tag’s Facebook or Twitter pages.