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2012 GOLD INFLUENCERS
UNITED STATES
Dead Space 2 Your Mom Hates Dead Space 2
RAN IN: United States
CLIENT
Electronic Arts, Inc.
Shawn Conly - SVP, Director, Global Advt. Dana Marineau - Sr. Director, Advt. & Media Dustin Shekell - Sr. Advt. Manager
Colin McRae - SVP, Group Creative Director Tony Vazquez - SVP, Group Creative Director Isaac Clemens - VP, Acct. Director Mary FlorCruz - Planning Director Justin Hargraves - Art Director Eric Molina - Copywriter
Wieden+Kennedy
Danielle Pak - Media Supervisor
SUMMARY
Dead Space 2, a video game in the survival-horror genre, is the sequel to one of the most grotesque video games ever. But this genre is a little too gruesome for mainstream gamers tastes, limiting our ability to break into the more lucrative action games market. With a unique, universal insight that moms hate what gamers love we created a campaign that broke through to the mainstream, reaching a new, broader audience, and significantly exceeded launch expectations.
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CASE STUDY
CASE VIDEO
Hero Medium: TV
Medium Featured On Video: TV, Interactive, Direct
Audience: Brand Influencers, New Audience, Men, Young Men (20-35)