Prototype Experience

I’ve finally caught up with the Prototype Experience, a promo for a new console game that has been exciting so many marketers on the blogs. It looks like a great game, one I’ll end up buying (and as usual playing really, really, badly) so it worked for me as a enticement to purchase.

But I was sold on the gameplay description and the trailers, not the actual experiential elements. They’re a little less successful in my case, but I’ve seen they are definitely catching the eye of many.

The experience is a variation on uploading your photos and appearing as part of the trailer/video. The difference here is that you don”t choose which photos to upload but that it grabs them from Facebook. To take part, you have to link your Facebook profile to the game page, using Facebook Connect, a variation on OAuth where you don’t have to give out your password to anyone.

Prototype Login (screenshot from site)
Prototype Login (screenshot from site)

It then runs a trailer for the game, pulling your photos in from the service and interspersing them throughout the action. they also include all your details, the personal information. As I only have 1 image on Facebook, I thought they wouldn’t have much luck but what it does it goes and trawls your connection and brings in their photos as well. You can’t share the video or embed it anywhere as far as I can see, so I think they’re mainly avoiding the copyright and privacy issues that this ‘borrowing’ of images and use of personal details entails, but I was surprised that the system would do this.

After watching the personalised trailer, you get to answer some questions to win a game copy and an XBox360 and then you’re then asked to spread the word, using your choice of network – Facebook or Twitter. This seems to be a requirement of the competition entry, but as I can’t see any terms and conditions, I’m not sure

Prototype Spreadability (screenshot from site)
Prototype Spreadability (screenshot from site)

This is the second campaign I’ve seen this week that has built in the ability to autopost to your status stream, so it’s looking like it’s this quarter’s hot trend. It’s a savvy call to action, although if too many in your network do it, I can see it not quite having the desired impact. Making it compulsary is problematic; the experience should be good enough to get people to want to share it, not making them do it because you don’t trust your stuff is good enough for sharing.

Elsewhere on the site, you can get a story overivew, see some trailers and get some great artworks to download. Most importantly, you can pre-order, but only from specific retailers (Smartoys which is French, fnac, Game Mania, both Belgium.Dutch). So despite being able to see the site in English and it being big in English blogs, you can’t actually by in the UK. The site has been done in Belgium by Sponge and 1MD, so it looks like it is for that market only, although there’s no indication until you’re deep into that it does not apply to you, but again, no T&Cs so I’m not sure if I can enter or not.

Prototype Scene (screenshot from site)
Prototype Scene (screenshot from site)

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This entry was posted in Entertainment Marketing, EU Marketing, Experiential, gaming, Interactive, social Media, Viral Marketing. Bookmark the permalink.

2 Responses to Prototype Experience

  1. Vinch says:

    Thank you for talking about Prototype Experience but I just want to say that the website has been done by Sponge & 1MD! (not only by Sponge)

  2. Rachel says:


    I’ve updated the post, sorry for missing your company off