The Quantum Code

Senior UX Manager - Euro RSCG

To promote Sony’s James Bond movie The Quantum of Solace, Euro RSCG launched a national alternate reality game (ARG).

Over several weeks, thousands of players solved online and location based puzzles to compete for over $15,000 worth of Sony prizes.


QR codes were planted on popular technology websites and magazines such as and MX. Players scanned the QR codes with their mobile phones and were directed to mobile sites containing video clues. Players needed to solve puzzles across seven episodes to reveal pieces of the final code which would open a safe containing the prizes.

As the game progressed, players could check to see if they'd solved their clues correctly. An in-store code confirmer was installed on a Bravia in the Sony Center in Sydney.

The grand finale was held at the Sony Centre in Sydney, where players competed to solve a final puzzle to win the prize.

The Quantum Code mobile web apps


I managed all front-end development, including all mobile sites and online promotional material such as banner ads and emails.

I also developed the in-store code confirmer which switched over to a countdown timer for the final clue’s reveal, then back to the code confirmer so that the final code could be entered. Due to the live nature of the event, this went through rigorous testing and had failsafes in place. Fortunately, everything worked perfectly and the event was a resounding success.

The Quantum Code code confirmer app


The Quantum Code was the most successful Sony consumer electronics promotion in Australia, with 8,000 unique mobile players registered, 23,500 mobile views from 35 countries, over 10,000 Youtube views, 24,000 views of the official game online forum, and over 250 attendees at the final event held inside the flagship Sony Centre store on George Street in Sydney.

The Quantum Code countdown timer
The winner of The Quantum Code competition



Best Use of Social Media

Best Word-of-Mouth, Peer-to-Peer or Viral


Silver Lotus (Cyber) – Mobile


Gold – Best Integrated Communications Campaign

Gold – Best Sponsorship or Tie-in Campaign

Gold – Best Digital/Interactive Campaign



Yellow Pencil for Mobile Marketing


Silver Lotus (Cyber) – Mobile


Promo Lion

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