SEGA is celebrating the 20th anniversary of Sonic The Hedgehog with an interactive iPhone app allowing users to ‘catch the blue blur' with a campaign by J.Walter Thompson (JWT).

Game

The interactive iPhone app sees users follow a map to real-world locations, where outdoor media is located. When the user’s phone is pointed at a poster, a ring appears. Using the iPhone camera, the app displays the Sonic character ‘racing through’ the user’s phone and they can capture the character.

Engaging

Users have the opportunity to share their scores on a leader board displayed on the Sonic website. Points are collected to win prizes which are also displayed on the site.

Sharing

Through the app, users are able to share their skills on their Facebook wall.

Media

The campaign is amplified through online, print, out of home and television advertising.

Sonic may be twenty years old, but continued innovation to bring the character to Nintendo Wii, Xbox Kinnect and now iPhone has allowed SEGA to engage generations of gamers with the character.