In an increasingly cluttered world of media, the value that marketing offers a consumer must be near momentous in order to capture attention—but what happens after that attention has been earned?

This issue is one that the interactive marketer has grappled with since the dawn of the industry. With the attentive ear of the consumer, a brand must provide actual value in order to retain attention. Whether the value is in the form of utility or entertainment; it better be first-rate if you want to keep your audience interested (an obvious but important, sometimes overlooked fact).

Although not a mass consumer brand, Kidrobot, designer of limited toys, apparel and other pop artifacts, recently schooled marketers on how to create a compelling and “sticky” initiative; one that held consumer attention over time. This mixed reality extravaganza provided ongoing real life engagement through mobile activation.

The initiative was entitled, Dunny Hunt 09’ NYC. Kidrobot incited fans to seek out QR (quick response) codes hidden throughout New York City. Upon discovery of the codes, users were prompted to scan them, unlocking a “Virtual Dunny” to add to their collection. The “Virtual Dunny” served as currency that, once uncovered, lead to the acquisition of points and eventually prizes. Twitter and Google maps were used to disseminate clues:

This campaign is proof that games are not just for kids and that transmedia stories can get the attention of even the most cynical of marketing critics. This campaign also demonstrated the power of hyper local technology and how the use of such technologies is empowering many different types of mobile/social games; many of which do not even require a prize. Case in point is the newest social media darling; Foursquare, in which a participant’s only reward is social status.

C’mon, tell me you haven’t always dreamed of being mayor of New York City (I am not sure why Matt Caldecutt needs this; he already seems to be mayor).

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