Cannes Lions
THE CONCEPT FARM, New York / MAJESCO ENTERTAINMENT / 2006
Awards:
Overview
Entries
Credits
Execution
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.
Outcome
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.