Case Study - Enemy Territory: Quake Wars

Gamers have a sick sense of humor. That’s why the idea of selling human goo as a dietary supplement was such a hit. To create buzz around the XBOX 360 and PlayStation3 versions of Enemy Territory: Quake Wars, our team came up with a campaign that markets Stroyent as if it were an actual packaged goods product.

Some background: For the alien race known as the Strogg, Stroyent serves as both food and ammo. As an added bonus, Stroyent is made from 100% human meat.

Using a cutting-edge technique known as machinima (from the words machine and anime), we created five viral videos, “acted” and animated within the virtual world of Enemy Territory: Quake Wars. The videos were supported with a deeply integrated campaign including a website, a Facebook page, a widget, online banners, search, and viral seeding. We even sold Stroyent T-Shirts online.

Nearly a million viewers were able to soak in the game footage organically at www.stroyent.com, as well as YouTube and dozens of gaming blogs. Gamers blew up message boards and forums, and loved the commercials enough to call our 1-800 number, where operators were standing by, 9am-5pm Standard Strogg Time.

The campaign was also recently awarded Best In Show for New Media in the 2008 Mobius Awards.