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U.S. Navy "NTE: Strike & Retrieve" Video Game & Gorgonbox Viral Campaign

6/1/2005

This campaign was a two-part initiative designed to generate excitement and engagement around the launch of a Navy training video game.

PART 1: GORGONBOX TEASER & VIRAL CAMPAIGN
To build buzz prior to launch, we created Gorgonbox, an unbranded teaser campaign named after a key object in the game. The mysterious campaign generated viral chatter across gaming communities, sparking debates among Sony, Nintendo, and Microsoft fans about who was behind the effort.

The Gorgonbox landing page offered a fully functional Code Cypher. Visitors who uncovered clues—or followed the social chatter—found a 1-800 number delivering a new code each day for 30 days. These codes unlocked a prequel mission, concept art, and hints about the official sponsor. Street teams amplified the campaign at E3, the gaming world’s most talked-about event, with signage, unbranded messaging, and postcards. The campaign drove heavy online buzz, with the website averaging 9 minutes per visit.

PART 2: NTE: STRIKE & RETRIEVE VIDEO GAME LAUNCH
The game, titled NTE: Strike & Retrieve (Navy Training Exercise), was inspired by The Last Starfighter, where gameplay served as a recruitment and training tool. The game was launched as a free PC download on major gaming websites and the official Navy site, nte.navy.com. Hidden codes throughout Navy.com unlocked weapons and attributes in-game. The launch included a hands-on activation at Universal Studios Hollywood’s CityWalk, demo stations, digital ads, and in-store placements in malls and video/game stores.

The combined campaign successfully married viral marketing, interactive gameplay, and experiential activation, generating significant media coverage and fan engagement.

Awards: