Clayworth Academy: EA

Online and offline campaign to launch the first ever retro-Bond game for the EA Bond franchise – featuring the fictitious Clayworth Academy for International Espionage Studies.

1. •Videos series (7 episodes)
   

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

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

2. •Pre-orders exceeded expectations
   

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

OPPORTUNITY

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 lengths that EA went to remain true to the original movie.

THE IDEA

Welcome to the fictitious ‘Clayworth Academy For Espionage Services’ – a legendary spy school located somewhere 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 offered the chance to interrogate a sexy Russian spy over dinner in San Francisco…and get a tour of the EA facilities in Redwood City.

In true gamer fashion, our winner couldn’t wait for the dinner to end so he could get down to visit EA.