May 16, 2008

• “Majestic” Launch from EA

  
  When video games are two-a-penny and your category hasn’t been invented yet, how do you launch a new, multimedia, conspiracy-based game to jaded teens and “twenty-some-things”?

  EA took a three-pronged approach, involving influencers, experiential marketing and PR.

  Taking cues from the best spy thrillers, key influencers within the 18-24 game-playing target were clandestinely invited to join the Majestic Alliance, and to recruit a friend.

  Meanwhile, in four core cities—LA, San Francisco, DC and New York—street teams seeded intriguing clues to the game, from 35mm slides marked ‘Top Secret’ scattered on the street, in bars, coffee houses and bookstores.

  Scrawling “Everything You Know Is a Lie’ in lipstick on washroom mirrors.

  Tagging cars, meters, gas pumps and traffic signs with magnets touting intriguing messages from the game. The effort spread to the streets to garner mass awareness and PR. EA deployed teams of hundreds of “secret agents” strategically placed at commuter arteries holding signs that questioned fact and fiction and handing out a new CD release from a fictitious band called ‘Conspiracy’ which contained a message within the song asking consumers to go online and learn more.

  Finally, flatbed trucks ambled down major city streets towing charred cars spray-painted with apocalyptic taglines from the game. All of the outreach efforts included a subtle call to action via a trackable URL, majesticthegame.com.
  

  The results?

  More than 12 million consumers touched. Site registration increased 50% in targeted markets. Local and national TV and press coverage provided more than one million publicity impressions.

  Highest ROI of all marketing vehicles employed by EA for this project. Watch the video in my video file…sorry could not load it here .

  • 5:01 am
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