BUSINESS CHALLENGE

Create buzz around the release of FROM RUSSIA WITH LOVE, the first ever retro James Bond video game. Do more than the typical ‘making of ’ web films (but don’t overshadow the game). Drive viewers to pre-order the game at EA site. Showcase the length that EA went to stay true to the original movie.

THE IDEA

Welcome to the fictitious Clayworth Academy For The Espionage Services. A legendary spy school located in somwhere in the English countryside.

We created a series of seven films featuring the Clayworth Academy’s equally fictitious headmaster, Michael Crickshaw. The films were posted on various gaming sites linking to the EA Clayworth Academy microsite. A new episode was posted each week for the seven weeks leading up to the release of the game. The first six episodes were designed as espionage lessons.  When students finished all six they became eligible to attempt the ‘Final Assignment’ that when completed entered them into a sweepstakes for a top secret prize.

Staying true to the storyline of ‘From Russia With Love’ the secret prize was the chance to interrogate a sexy Russian spy over dinner in San Francisco…and get a tour of the EA facilities in Redwood City.

Oh, by the way our winner couldn’t wait for dinner to end so he could get down to visit EA.

RESULTS

1. •  The number one viewed videos on IGN and Yahoo Games for three weeks
   

2. •  Pre-orders exceeded expectations
   

3. • Two lucky Bond wannabes will be chosen from the finalists and flown to San Francisco         where each will try their (newly learned) espionage skills at interrogating a sexy Russian spy over dinner
   

PROGRAM ELEMENTS

1. •  Videos series (7)
   

2. •  Distributed on a number of gaming sites – G4, Yahoo Games,
   

3. •  Contest – solve the mission and interrogate a sexy Russian spy
   

4. •  Get a preview single level play of the game – CD packaged with other EA titles