Electronic Arts Promo TANK COMMANDER by Euro Rscg Singapore

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Industry Video Games/Consoles
Media Promo & PR
Market Singapore
Agency Euro Rscg Singapore
Chief Creative Officer Victor Ng
Released February 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: EA
Product/Service: VIDEO GAME
Date of First Appearance: Feb 17 2010 12:00AM
Entry URL: http://www.hereisourworkthatwehopeyouwilllikeandwinusanaward.com/
Chief Creative Officer: Victor Ng (Euro RSCG Singapore)
Associate Creative Director - 4D: Martin Loo (Euro RSCG Singapore)
Interactive Art Director: Mohd Jaffry (Euro RSCG Singapore)
Digital Copywriter: Eve Aw (Euro RSCG Singapore)
Flash Developer: Edwin Toh (Euro RSCG Singapore)
Technology Director: Eugene Chong (Euro RSCG Singapore)
Digital Project Manager: Tony Wang (Euro RSCG Singapore)
Account Executive: Rohan Mann (Euro RSCG Singapore)
Media placement: NA - NA - 9th Feb 2010

Describe the objective of the promotion.
Excite fans in Singapore into pre-ordering the Battlefield Bad Company™ 2 game by giving them a taste of what’s to come.

Describe how the promotion developed from concept to implementation
The Battlefield franchise is famous for pioneering in-game vehicle use in virtual gaming. We decided to bring the virtual game into the real world. We built a diorama that simulated a war-ravaged town on public space, and populated it with model tanks equipped with web cameras and infrared lasers. Players commanded the tanks online to wage war within the diorama.

Describe the success of the promotion with both client and consumer including some quantifiable results
Electronic Arts tasked us to engage a small base of fans in Singapore. We did that and more by launching our promotion across continents. In just 17 days, we secured 16,900 unique visitors from 102 countries and 3,000 registered players who made 3200 kills in 732 hours of combat.

Explain why the method of promotion was most relevant to the product or service
The way to engage serious gamers was to get them at their game. Gamers love to play, and we created a promotion that appealed to their competitive gaming spirit, while giving them an experience that was relevant to the game we were launching.