Da Vinci Code Trail

Objective

Sony Ericsson leveraged the global phenomenon of the Da Vinci Code film franchise to establish brand presence among puzzle enthusiasts and tech-savvy audiences. The campaign demonstrated the mobile platform's capabilities—particularly GPS navigation and connectivity—through an immersive multimedia experience coordinated with the film's May 2006 release. By aligning with a high-profile entertainment property, Sony Ericsson aimed to drive awareness and consumer interest in its latest handset models.

Solution

The campaign combined online and mobile components launching April 17, 2006. Players engaged with 24 web-based puzzles that fed into 'The Codice Da Vinci Trail'—a series of encrypted challenges accessible through June. The mechanics featured a tiered progression system: solvers who completed the initial 2003–2004 quests competed for positions in a final challenge. The top 10,000 U.S. finalists received replica Cryptex boxes with URLs to additional puzzles. Winners were invited to Paris for a GPS-based finale using Sony Ericsson K750i and W850i handsets with Wayfinder navigation software, with select devices also featured in the film itself. The campaign integrated product placement of models including the K600i and P910i.

Results

The campaign attracted hundreds of thousands of participants overall, with 40,000 completing the original quests. The top prize package totaled approximately $128,170, including first-class international travel for four, luxury hotel accommodations, and Sony electronics.