Join the Quest
Ready Player One is a story chock-full of nostalgia and easter eggs. For the film's SDCC teaser trailer, Warner Bros. asked us to help them come up with a cool activation that would speak to core fans. We achieved this by hiding our own easter egg in the teaser trailer, letting legions of hardcore fans, eager for their first glimpse of the film, discover something that became the announcement of the film's digital campaign.
Credits
ACD/Art Director: Reha Baydar
ECD/Copywriter: Glenn Sanders
Agency: Eclipse
Hidden QR Code
Our activation consisted of a hidden QR code on the hood of an IOI stock car that is scannable during a single frame in the trailer. Blink and you miss it.
IOI Recruitment Site
Fans that scanned the QR Code with their phones were directed to a secret IOI recruitment teaser site. The site later became the basis for a sweepstakes that consisted of major prizes.
Online Buzz
The event was spotlighted by one of the biggest purveryors of internet buzz – Casey Neistat.