By John Walker on November 10th, 2007 at 11:39 am.
Here’s a strange piece of viral advertising. (And proof I can’t be trusted with a document marked “CONFIDENTIAL”).
In the post this morning came a stiff, brown envelope, containing what purports to be a “CONFIDENTIAL” document, with the vast majority of the text blacked out. And a very small envelope stapled to the document, containing nothing but an O2 mobile phone sim card.
It disappointingly quickly reveals itself to be a viral for Crysis, with statements like,
“…TO USE ELEMENT OF SURPRISE AND REMAIN COVERT AT ALL TIMES. IT IS VITAL THAT THE NORTH KOREANS DO NOT KNOW THAT THE TEAM IS ON THE ISLAND.”
Scans of the doc, and more below.
And if that weren’t enough,
“NANOSUITS CAN REROUTE ITS ENERGY TO FOUR DIFFERENT POWER SUBSYSTEMS; ARMOR, SPEED, STRENGTH AND CLOAK.”
So subtlety isn’t their goal, and if it’s the beginning of an ARG, then they’ve rather blown their load early on.
What I can’t figure out is what the sim card is for. I’ve put it in a spare phone, but I can’t see anything special on the card (although the phone is a massive nightmare to use). It comes with its own number, and a generous £0.00 credit. So is this advertising for O2? For Crysis? What? Will my phone ring with further instructions? Clearly this is exactly the sort of coverage they’re after, so I’ve fallen directly into the trap. So I’ll make sure they resent it slightly by complaining further for the clumsy and ultimately disappointing lack of subtlety in the document text: that’s not how you establish a mystery – it’s how you establish you’re not too hot at ARGs.
Here’s the scans of the doc:
Did everyone on the beta receive one of these this morning? And does anyone know what the sim is for?