Apparently Nathan Drake, the fictional star of Sony PlayStation video game series Uncharted, has developed something of a reputation for his half-tucked-shirt style. So the electronics company capitalized on this during New York Fashion Week and created a mobile marketing initiative based around it. The effort, produced by Studio HS, put a truck in Herald Square and Union Square on Wednesday, and was in fact an additional layer to the company's larger Facebook campaign, designed to build anticipation and chatter for the November 1 launch of Uncharted 3: Drake's Deception.
Styled as a typical bachelor pad, the interior of the glass-walled truck offered a gaming area where visitors to the public promotion could watch a preview of the new game. Beyond this, there was a rack of the type of shirts worn by Drake, a small changing room, and a photo booth. Jay Manuel from America's Next Top Model provided tips on how to get the half-tuck look, and consumers could then pose for snapshots. These images were uploaded to PlayStation's Facebook page, where fans could vote on their favorite pictures.
According to Ryan Jordan, the creative director at Studio HS, the promotion engaged more than 3,500 consumers on a one-on-one basis over the course of six hours.
