Clemenger Proximity together with Melbourne game developers Millipede have created Yellovator, a game which, according to Clemenger Proximity, “can be played in more places, by more people – using your smart phone as a game controller. Yellovator shows how solving problems on more devices than ever before is now even easier with Yellow Pages.”

Teaser

The campaign was seeded through a You Tube video, showing ‘Smasher Dan’ in his trademark yellow tracksuit dropping an iphone and an android phone from a building. The video did not reveal its origins or motivation, but invited the viewer to attend a phone smashing event in Melbourne’s Hosier Lane.

Launch event

The event, crammed into an alley with a DJ and several stations to try out the game, was hosted by yellow-tracksuited attendants and delivered on the promised ‘free beer and booze’.

Game

The game requires players to help a character on the sidewalk solve a problem by throwing them a phone with the information they're after. As levels progress, impediments in the way of the phone's drop throw it off course.

Microsite, homepage buyouts and outdoor

Yellovator can be played on homepage buyout positions on NineMSN, BigPond and Yahoo!7 today, and on the game microsite, yellovator.com.

Five outdoor media sites have also been established in Sydney and Melbourne where the game can be played using a smartphone. Sites can be found at Flinders Street Station, Southern Cross Station and South Yarra Station in Melbourne, and Martin Place and Alfred St, Circular Quay in Sydney.

Sensis

Sensis’ Yellow Pages and White Pages are still remembered by many in phone book form. Sensis’ business lead generating channels include Yellow Pages, White Pages, the 1234 and 12456 Call Connect voice services, Whereis digital mapping solutions and request-for-quote service, Quotify.

As Yelp prepares to move into the Australian market in partnership with Sensis, we look forward to seeing the offering evolve.

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Twitter role:

Featured: Millipede: @_millipede, Smasher Dan: @smasherdan, Yelp: @yelp

Article by: Lou Pardi: @loupardi, @smkapac