A Spy Experience Game / Mission Turkcell 3G Tablet

Objective

Turkcell, Turkey's leading mobile operator, launched an experiential event campaign in August 2013 to promote its 3G tablet services. The campaign aimed to engage consumers through an immersive, spy-themed branded experience that showcased the device's capabilities and performance characteristics.

Solution

The campaign featured an interactive spy-agent experience called 'Mission: Turkcell 3G Tablet' that combined physical gameplay with thrill-seeking elements. Participants navigated a 3 × 8 meter laser chamber fitted with 15 precisely aligned beams, completing spy-themed challenges that tested flexibility, concentration, and speed without breaking the light paths; an Android tablet awaited as the prize at the end of the course. A custom control system with sensor integration tracked beam breaks in real time to manage scoring and penalties. Designed as an ambient medium event, the installation toured nationwide as part of Turkcell's annual campaign and event activations, appearing at the Crystal Apple Awards, the iPhone 5c launch, and a 10-city tour as part of GNCFEST, Turkcell's youth festival.

Results

More than 100 people took part at the installation's premiere, and it went on to be experienced by approximately 250,000 visitors across multiple venues during its nationwide tour. The activation drew press coverage, including from Gizmodo.