The ‘Games of Phones’ app, described as Australia's biggest-ever location-based alternative reality mobile app, designed by Havas Worldwide Australia and One Green Bean, generated 2.5 million screen views during its three week run, the agency announced.
In a statement, client Virgin Mobile said the cumulative time Australians spent playing 'Game of Phones' was the equivalent of more than five years.
"Virgin Mobile's 'Game of Phones' has received exceptional interest from the Australian public, generating more than 2.5 million screen views across both Android and iOS, and driving more than 103 million online impressions throughout the duration of the game,” said Nicole Bardsley, director of Virgin Mobile brand & communications.
"The game was 'mobile first' and the combination of alternative reality and real world interaction had a unique appeal, enticing thousands of not only our own customers into battle, but also thousands of customers from our competitors who have now experienced the perks of being with Virgin Mobile."
The app was live between 18 November and 6 December, generating 39,245 active users playing more than 64,942 sessions.
'Game of Phones' was Virgin Mobile's first brand campaign since its brand refresh in August.