Sea Hero Quest

Global PR launch of the world’s first game where anyone can help scientists fight dementia.

Created by Deutsche Telekom in partnership with Alzheimer’s Research UK, UCL and the University of East Anglia, Sea Hero Quest captures spatial navigation data through mobile gameplay. 2mins spent playing the game is the equivalent to 5 hours of lab based research.

Proud Robinson & Partners developed a global launch strategy for Sea Hero Quest mobile, developing assets to support PR activity in 13 different markets and simultaneous launch events in both London and Berlin. This was further supported by a second announcement 6 months later to publicise the initial analysis of the data collected by the game, as well as invitations to present the project at prestigious events such as Cannes Health and Games for Change in New York.

To date, Sea Hero Quest mobile has been played by over 3 million people, generating the equivalent of 12,000 years of data, more than 2,700 pieces of coverage worldwide and 13 Cannes Lions. Sea Hero Quest VR was subsequently downloaded 73,000 times in the first 2 months of launch in over 183 countries, creating the equivalent of over 150 years of dementia research.