The manipulation of media was also the execution of the creative concept. Wherever an ad for INFECTED was placed, the surrounding ads gradually became “infected.” The fake “zombifying” ads appeared as wild postings, web banners, page and 1/3 print combos and in the game itself. They even had their own websites. This unique use of media not only created a tremendous buzz about INFECTED; it also communicated the game’s “infectious” feature.

With a limited media budget and a jaded target audience, the campaign was able to cut through the clutter and spread further than any traditional media campaign could have. INFECTED averaged 8,000 units per week following the campaign and remains one of the most popular games for PSP.