Objectives and strategy
We wanted to play a part in boosting dementia understanding. Deutsche Telekom's innovation, power and scale would provide researchers with more precise data about how the brain works than ever before.
While Sea Hero Quest mobile game has provided an unprecedented volume of data – allowing us to gauge spatial navigation by population, demographics and even geography – the VR technologies in the new game version would provide richer motion data and unique new insights.
The challenge was to get as many people as possible of this narrow target audience to download the VR game in order to cross validate the data collected from the mobile game as well as gaining additional more specific insights into human navigational behavior.
Our aim was to not only motivate new consumers to test and play the SHQ VR game but also re-target the 3.5+ million players who already participated in the #gameforgood initiative.