Dante's Inferno

Gaming is dominated by established franchises like Call of Duty, making new titles hard to notice. To combat this I designed a strategy that not only embraced but celebrated the games location with a simple yet provocative strategy: Go To Hell. We spent nine months building provocative campaigns around the seven deadly sins, turning religious controversy into cultural conversation.

“No matter how upset a few groups may get, this has been a successful way to market the game; we’re very much aware [that by covering the campaign] we’re falling into the trap ourselves. The question is a simple one: Are we sinking to EA’s level, or is it the other way around?” — “EAFail: The Absolute Worst (Best?) PR Campaign in Gaming.” ARS Technica

Results

  • Our first execution alone (a protest at E3) put us squarely in the conversation, increasing our ranking on Gamespot’s Buzztracker from #317 to #17.

  • Over 300 Million estimated unpaid impressions.

  • 4 million demo downloads (from an objective of 1 million).

  • Though Dante's Inferno had a lukewarm critical reception, we still surpassed preorder and sales projections by 25%.

Awards

  • Cannes Cyber Lion – Bronze – Integrated Campaign

  • Cannes Direct Lion – Finalist – Integrated Campaign

  • One Show Interactive – Merit – Integrated Campaign

  • Clios – Silver – Integrated Campaign

  • Effies – Bronze – Integrated Campaign

  • MI-6 Game Marketing Awards – Gold - Thinking Outside The Box Award

  • MI-6 Game Marketing Awards – Gold - Most Effective Viral Marketing / Promotion

  • Webby Awards -- Honoree in 3 categories – Integrated Campaign, Best Copywriting and Viral Marketing.