Challenged to generate widespread media coverage across targeted mainstream media in order to increase sales of old-model Nokia C3 and C202 handsets, Mission commissioned boy band One Direction, to create an exclusive 1D endorsed handset

Alongside the creation of traditional media assets, Mission created an interactive online game featuring One Direction. The game, called “Find The Phone”, was an interactive video in which the boys each challenged the player to keep their eye on the phone whilst they conspired to hide it between them. The countdown would freeze and the user had to click on the band member they suspected had the phone

Using Facebook Connect, the player received a picture of the boys holding what looked like the users’ Facebook profile picture with their final score

The game offered users an opportunity to win a meeting with the boys at their debut arena show. The game generated 45,000 competition entries and over 300,000 unique game plays in three months

The overall campaign achieved over 250 pieces of individual coverage across national newspapers, supplements, consumer magazines, television, radio and online media outlets, with a PR value of over £3.6m – generating £2m+ sales for a pre-existing handset

The Facebook game was an outstanding success achieving 459,803 page views and 42,524 entries, with a total of 24.37% direct traffic the game well and truly went viral. Due to the success of the game it was and still is used as an example of best practice by Facebook