Do something epic. Do something urban. Bring to life Crysis 2’s tagline:
‘Be fast. Be invisible. Be the weapon.’
Project EA’s futuristic urban shoot-em-up game live and large onto the buildings of London and Paris for fans to play. The agency’s social media team then directed fans to events through geo-targeted Facebook updates and shared the experience globally through real-time photo galleries.
The videos were also released through YouTube and EA channels the following week.
The live Alien Invasions proved not only successful as street events – attracting substantial crowds despite only being revealed 45 minutes before gameplay – but also achieved the objective of getting Crysis fans engaged online. Within 24hrs of going live on YouTube, ‘Hero’ had been viewed 25,000+ times.
Collective’s Crysis2 campaign scooped a Bronze from the Lovie Awards in the ‘Mobile & Experiemental’ category and awarded Site of the Day on FWA.
Director: Jez Murrell
Agency: Collective London