Media > Use of Media
INFECTED
THE CONCEPT FARM, New York / MAJESCO ENTERTAINMENT / 2006
Awards:
Overview
Credits
OVERVIEW
Audience
The campaign infected cities, websites, magazines, even the game itself, while encouraging the audience to dig deeper to find out what it was all about. Involving the audience gave them a sense of ownership of the campaign, which motivated them to spread the word. Just like the game, the campaign became viral spreading rampantly via blogs, email and word of mouth.
CommunicationGoal
INFECTED is a zombie-shooter game for PlayStation Portable that allows gamers to “infect” each other’s PSPs in head to head mode. The communication goal was to generate a groundswell buzz and drive sales of INFECTED, while communicating the game’s unique “infectious” feature.
Effectiveness
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.
Implementation
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.
MediaStrategy
Gamers are inundated with hundreds of advertisements for new games everyday. Gamers also talk to each other - a lot. The goal was to grab their attention and get them talking about INFECTED. To achieve both, the campaign brought INFECTED to life. Anywhere an ad for INFECTED was placed, the models in the surrounding ads gradually turned into zombies. The “zombifying” ads directed people to their websites, where the tie-in to INFECTED was made even more apparent. Engaging the audience on this level made them participants rather than spectators, creating a much more memorable connection with the brand.
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