Let's get it out of the way.
EA was worried no one would know the OG book -
And that circles of Hell were based on nine sins.
In the nine months leading up to the debut
We taught the Internet about each sin.
We got 47 million+ impressions with less than $200K.
And convinced EA to do a Super Bowl spot.
Helped by an interception
It became the 3rd most watched TV spot of all time.
(At least for a year or two.)
And that circles of Hell were based on nine sins.
In the nine months leading up to the debut
We taught the Internet about each sin.
We got 47 million+ impressions with less than $200K.
And convinced EA to do a Super Bowl spot.
Helped by an interception
It became the 3rd most watched TV spot of all time.
(At least for a year or two.)
Campaign Case Study:
For the month of Anger:
We sent out an evil box.
When opened, it played “Never Gonna Give You Up”
VERY loudly
Until it was smashed with the included hammer.
And it worked.
For the month of Heresy:
We created a trailer
For a heretical videogame called
"Mass: We Pray" and damned those
Who tried to preorder it.
We pissed some people off:
For the month of Greed:
We sent influencers checks
And damned them whether they spent them
Or wasted them.
It worked too.
For the month of Fraud:
We leaked fake merchandising plans
For Dante’s Inferno cologne
And a hellish Big Wheel.
Then, we leaked the commercial.
For the month of Violence:
We invited bloggers to a special site.
There they got to watch a “live” snuff film
With Santa cutting ornaments from a human X-mas tree.
Then, they received that ornament in the mail.
With Santa cutting ornaments from a human X-mas tree.
Then, they received that ornament in the mail.
AWARDS
Cannes Cyber Lion – Bronze – Integrated Campaign
Cannes Direct Lion – Finalist – Integrated Campaign
One Show Interactive – Merit – Integrated Campaign
Clios – Silver – Integrated Campaign
Effies – Bronze – Integrated Campaign
Webby Awards -- Honoree – Integrated Campaign
Webby Awards -- Honoree – Best Copywriting
Webby Awards -- Honoree – Viral Marketing
MI-6 Game Marketing Awards – Gold - Thinking Outside The Box Award
MI-6 Game Marketing Awards – Gold - Most Effective Viral Marketing / Promotion
Cannes Cyber Lion – Bronze – Integrated Campaign
Cannes Direct Lion – Finalist – Integrated Campaign
One Show Interactive – Merit – Integrated Campaign
Clios – Silver – Integrated Campaign
Effies – Bronze – Integrated Campaign
Webby Awards -- Honoree – Integrated Campaign
Webby Awards -- Honoree – Best Copywriting
Webby Awards -- Honoree – Viral Marketing
MI-6 Game Marketing Awards – Gold - Thinking Outside The Box Award
MI-6 Game Marketing Awards – Gold - Most Effective Viral Marketing / Promotion