Establishing KILLZONE First Person Shooter (FPS) franchise. Obstacles: FPS games are niche, appealing to hardcore gamers, narrowing sales potential. Tto achieve sales goals we needed to attract casual gamers. Existing FPS gaming fatigue (inferior competitive products early to market). Christmas deluge (competitor ‘Halo’ spending 5x Killzone budget).

8,000+ online postings, sales accelerated - 50% of sales goal within first 3 weeks despite poor game reviews. We definitely won over casual gamers as continued sales momentum is breaking category norms (6 months later), cinema and category firsts. Never before had a computer game been shown in a cinema.

We didn’t just show ads or sponsor a movie. We utilised cinema qualities and benefits to showcase KILLZONE's best features. No other medium could demonstrate and maximise realistic effects of KILLZONE one-on-one. We screened unseen footage especially cut in movie-style trailer. We brought Ray Postma (considered God-like by hardcores) to them, bigger than life on big screen…never been done before!!! We screened "Resident Evil 2", a movie in same genre/tone of KILLZONE, and to the taste of our harcores.

Cinema was the perfect carrier for this intense experience. Premium association via limited access, BIG screen and BIG sound. First-hand discovery and special privileges drove the ownership factor for Hardcores, making a memorable impression and showcasing KILLZONE's best features. In support, we prompted hardcores to start talking – with specially designed creative teasers announcing KILLZONE’s arrival on buses, TV and cinema. The experience turned our hardcore target into our communication vehicle - giving them reasons to start talking!

Using cinema, we turned our hardcore target into our communication vehicle. We created a VIP cinema experience to generate positive word-of-mouth from hardcore gamers to accelerate sales and encourage casual gamers to buy. Invitations were posted within hardcores’ online world. Limited access drove pre-event viral hype. We showcased KILLZONE's best features via big screen and big sound direct to hardcores. Never before had cinema been used in this way. We provided special privileges: unseen game footage, specially recorded message from Ray Postma (KILLZONE game developer, Amsterdam), merchandise and a preview of "Resident Evil 2".