Nokia was launching the new generation of the Snakes game for the N-Gage platform, and out of all the games I've played, I have to say this one was the best and most addictive! I was happy to go back to games that are beautiful in their simplicity, something that is perfect for the mobile world.

The concept gravitated around creating a little bit of panic, and giving the impression that something called "snakes" was on the loose and that it could be near you. What was it exactly, a disease? A virus? A giant animal? And why did I care?

We created a site with just enough information to let people know that whatever it was, it was a mixture of bizarre and hilarious clues, and each new channel you watched on this ficticious Doomsday TV Set made you more confused and curious to find out more.

What the Snakes was is not revealed until you start fiddling with the teletext area. The Teletext metephore was used to give out the basic info about the game and also an area for the viral and mobile marketing connection

On that note, we started a pretty intensive mobile marketing campaign with SMSs send through the site that would alert a friend that they had contracted the "snakes" from their best friends, using real names and all, and the personal tone caused some of the desired commotion :)

Othen than that, we went all out developing an arraw of offline materials, from press kits that looked like live animal transport boxes to t-shirts, stickers, postcards...

This was another project that only succeeded thanks to the great trust and understanding from the Nokia guys. Thanks to you all!