The Problem.
Need for Speed Rivals 2 promised to wreak havoc on middle-of-the-road racing games with an open world of crooked cops and wicked weaponry. But EA needed more than a traditional ATL campaign to score cool points with teenage boys.
Need for Speed Rivals 2 promised to wreak havoc on middle-of-the-road racing games with an open world of crooked cops and wicked weaponry. But EA needed more than a traditional ATL campaign to score cool points with teenage boys.
The Solution.
A devious digital pre-launch campaign that transformed illegal downloading sites into underground marketing channels.
Followed by an integrated 360 launch campaign to introduce the latest addition to the racing franchise, reward the wicked, and drive home one sinister brand message: Cross The Line.
A devious digital pre-launch campaign that transformed illegal downloading sites into underground marketing channels.
Followed by an integrated 360 launch campaign to introduce the latest addition to the racing franchise, reward the wicked, and drive home one sinister brand message: Cross The Line.
