Two digitised vans will be parked in big city shopping locations, as well as at McFly concerts, where two trained singers will invite teenagers to sing along with songs featured on the game.
The campaign, created by Carat and Posterscope, will run until the end of next week in London, Manchester, Birmingham and Sheffield.
Craig Ciurlionis, managing director of Ambient Media, believes the campaign is the first example of a gaming company taking an interactive mobile campaign to its target market in the High Street.
He expects to run further similar campaigns as games companies try to find new ways to connect with their audience.
The campaign, created by Carat and Posterscope, will run until the end of next week in London, Manchester, Birmingham and Sheffield.
Craig Ciurlionis, managing director of Ambient Media, believes the campaign is the first example of a gaming company taking an interactive mobile campaign to its target market in the High Street.
He expects to run further similar campaigns as games companies try to find new ways to connect with their audience.
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