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Electronic Arts hoped to drive sales of its new Dead Space game among active Xbox gamers aged 18 - 34. The game demo was advertised on Xbox LIVE to incent trial and drive purchase among active gamers. With over 185 competing game demos offered on Xbox LIVE, Electronic Arts needed a creative strategy to highlight the game and encourage purchase. Xbox advertising created a compelling 3 week campaign focusing on relevant and highly integrated advertising spots and 100% share of voice on Xbox LIVE. The advertising campaign offered Electronic Arts superior marketing placement, guaranteed impressions and detailed reporting.
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