Namco Bandai kicks off new game release with the help of the photo-sharing mobile app.
Tekken Tag Tournament 2 is out for Xbox 360 and PS3 from today, but Namco Bandai initiated a global promo last month and invited fans to get interactive with their mobile devices.
The 'We Are Tekken' campaign focused on the tagging concept used in the game and on social networks, challenging entrants to submit their best Tekken-inspired images via Instagram using the #TTT2, with the winners work hung at the Protein Gallery in London.
It's an interesting choice of promotion, given that the app has clocked up more than 100m users across Android and iOS, while 40 per cent of the world's biggest brands use the photo-sharing tool – Namco supports the trend.
What's more, the contest also forges a union between consoles and mobiles, two spaces people say can't co-exist.
The Xbox creator recently said mobile games complement consoles, but ABI reckons mobile is making handheld consoles a niche, with Neon Play believing mobiles will replace consoles in under five years.
Whatever the outcome, Namco Bandai also develops for mobile and the TTT2 campaign shows the firm is straddling both areas with great interest.
The Tekken Tag Tournament 2 Exhibition will run from September 14th-16th 2012 at the Protein Gallery, 18 Hewett Street, Shoreditch, London.
Check out the gallery from last night's launch. (More on Facebook.)