O2 Digital Graffiti
Hackvertising.
The brief
Launch Europe's biggest festival of technology — Campus Party, billed as "Glastonbury for Geeks."
The strategy
Get people talking and sharing by creating something in the real world that would have geek appeal, but which was also interesting enough to get beyond the hardcore coder community and reach a broader audience.
The idea
"Digital graffiti" — eight pieces of graffiti in UK cities depicting tech heroes: Turing, Berners-Lee, Morse and Bushnell. The text on each was tagged in ASCII, Binary and JavaScript — when "decoded," the messages told geeks how to bag tickets for the big event.
The results
Coverage on Daily Mail Online and WIRED among 73 pieces in total, reaching 36 million UK adults.
Credits
Client: O2
Agency: Hope and Glory