Page 42 - Internationalist Magazine 2013 66

Survival” was created, a multi-level mobile game that is

built in HTML5 and device agnostic.

The goal of True Survival was to help the main character,

Pam, to survive as long as possible and try to achieve the
high score or beat your previous best. The player could

then invite other fans to play via social platforms and
post their scores, game captions and game links to the

Facebook pages and Twitter feeds. With over 210,000
plays and an average of 30 minutes on average spent on

the site, it was released in 25 languages.
Google,

Pixel,
Obscura Digital (Global)

Google was challenged this year to creatively utilize
Lenovo,
LeFun Run: GPS
60 Google Chromebook Pixels to demonstrate the
interactive touch screen and retina display features Marathon
BlueFocus (Local)
through a communal interactive experience. Google
conceptualized a challenging design of 2 rows of 30 Most people ind out

laptops each inverted in a circle, with a resolution of about marathons
76,800 x 3,400 pixels combined with 60 channels of when athletes break

audio, to create an interactive art sculpture called “Pixel world records or when
accidents happen.
2.0 - The UFO”. The interactive installation enabled
people to walk up to the product and draw musical As social media and

paths on the touch screen surfaces with their ingertips smart devices develop
to trigger networked media and musical notes that continuously, there are

simultaneously played across the 60 machines. This more ways to watch and
innovative art instillation has paved the way, providing
participate in sports.

a unique approach for brands to display and launch
Purely watching sports
new products. When the Google Chromebook Pixel on TV can no longer satisfy the audience, people would

premiered at Google I/O, there was a lot of blogging and like to participate and share more. Lenovo takes on
reporting Stating that the ‘Pixel 2.0 UFO’ generated
this opportunity to build an innovative brand image:

its own hype and buzz at the live event. Due to the LeFun Run, a social platform designed for marathon
runners. With an aim of using technology and mobile
installation’s success, the Pixel 2.0 UFO is going to
travel to other Google events.
Internet for marathons to become a sport everyone can

participate in anywhere they would like. The ultimate
goal for Lenovo is to increase its smart phone exposure

to showcase product features via this innovative
HBO,
marketing to attract young consumers and increase the

True Survival,
brand awareness of Lenovo smart phones.
PHD US (Local)

HBO’s True Blood LeFun Run is a social application for runners with
GPS and social sharing functions. The Lenovo
is one of the most
popular programs
marathon GPS webcast 2012 took place in the Beijing

on TV. However, due to International Marathon on November 25, 2012, the
plot changes in Season 5, the viewership decreased for
Shanghai International Marathon on December 2, 2012

the series overall. HBO needed to effectively reinvigorate and the Xiamen International Marathon on January 5,
fans love for the iconic moments of each True Blood 2013. There were 196,112 Weibo items related to LeFun

season, and awaken their passion for the show’s sixth Run, and the app was downloaded 1,050,000 times.
season. Giving fans the reins, HBO created a custom More and more young people are using LeFun Run

HTML5 game, creating a strong connection between to jog and share their routes and emotions. Thus they
highlights of the most popular season while leveraging are inluencing more of their friends to start running

the engaging functionality gaming offers. Teaming up and a healthier lifestyle. Google’s comment on this
GPS webcast was “after the webcast, Lenovo is truly a
with TreSensa Mobile Games and Mondo Studios “True
distinguished brand.”

40 the internationalist