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• Client: EA Games

Challenge

Launch the multi award winning video game Mirror’s Edge, using non-traditional media channels.

Solution

As a ground breaking game, it was imperative consumers were given the opportunity to experience it first hand to understand its unique game play. As such, The Shop created the ‘Do You Have The Edge?’ campaign that educated and excited the market in equal measure. The campaign embraced print, digital, event & outdoor driving consumers to an online reaction test, featuring actual in game footage, housed within the campaign specific website. Reaction test scores were posted to consumer’s social media networks that challenged friends to beat their scores. The campaign was supported with street teams and live events.

Results

‘Do you have the Edge?’ reached over 70% of the national target market and the concept was embraced by EA Games worldwide for global game launch.