This overall initiative is told in two parts. First, we concepted, designed and directed a video game for the U.S. Navy called "NTE: Strike & Retrieve." NTE stands for "Navy Training Exercise." Second, we concepted, designed and directed a pre & launch campaign for it. The prelaunch campaign was known as "Gorgonbox." The request was to put up a landing page with an email capture, to notify people when the game was available for download. We did exactly that, but with a touch of pure awesome.
PART 1: Gorgonbox Viral Campaign
We turned the landing page into a buzz building viral campaign that had the Sony, Nintendo and Microsoft communities debating who was behind the mysterious/cryptic website, and what product it was promoting. In addition to a compelling design with email capture, the unbranded site offered a fully functioning Code Cypher. If the viewer looked hard enough (or paid attention to the social chatter), they found a 1-800 number that read off a new code every day until launch (30 days). The codes unlocked a prequel to the game's storyline (a mission to locate and retrieve the Gorgonbox), as well as concept art and clues to the official sponsor. We also sent street teams to the most talked about gamer event of the year, the annual Electronic Entertainment Expo (E3). There they broadcast unbranded messages on the sides of buildings, put up signage, and passed out postcards.
The campaign created heavy online buzz across the gamer community (media and fans), and the website averaged 9 minutes per visit. Website designed and developed by Dustin Davis.
PART 1: Gorgonbox Viral Campaign
We turned the landing page into a buzz building viral campaign that had the Sony, Nintendo and Microsoft communities debating who was behind the mysterious/cryptic website, and what product it was promoting. In addition to a compelling design with email capture, the unbranded site offered a fully functioning Code Cypher. If the viewer looked hard enough (or paid attention to the social chatter), they found a 1-800 number that read off a new code every day until launch (30 days). The codes unlocked a prequel to the game's storyline (a mission to locate and retrieve the Gorgonbox), as well as concept art and clues to the official sponsor. We also sent street teams to the most talked about gamer event of the year, the annual Electronic Entertainment Expo (E3). There they broadcast unbranded messages on the sides of buildings, put up signage, and passed out postcards.
The campaign created heavy online buzz across the gamer community (media and fans), and the website averaged 9 minutes per visit. Website designed and developed by Dustin Davis.
Gorgonbox Website & Pre-Launch Campaign
Unlockable Concept Art
Gorgonbox Broadcast Trailer
(video produced by Capacity)
(video produced by Capacity)
E3 (Electronic Entertainment Expo) Street Teams
PART 2: NTE: Strike & Retrieve Video Game Launch
The game was launched as a free PC download on popular gaming websites and the game's official website, nte.navy.com. Players could find and use codes hidden within specific content on Navy.com to unlock new weapons and attributes. The game was launched at Universal Studios Hollywood's CityWalk, where we setup an exhibit with rows of demo computers, in addition to ads placed in malls, video and gaming stores, and online.
Campaign Awards:
The game was launched as a free PC download on popular gaming websites and the game's official website, nte.navy.com. Players could find and use codes hidden within specific content on Navy.com to unlock new weapons and attributes. The game was launched at Universal Studios Hollywood's CityWalk, where we setup an exhibit with rows of demo computers, in addition to ads placed in malls, video and gaming stores, and online.
Campaign Awards:
- 2006 Internet Advertising Competition (IAC) Awards: Outstanding Microsite
- 2006 Web Marketing Association's WebAwards: Game Site Standard of Excellence
- 2006 Telly Award
- 2005 Caddy Awards (Detroit): Gold Interactive
- Feature in Big Idea Magazine
NTE: Strike & Retrieve Video Game
(game produced by Whatif Productions)
(game produced by Whatif Productions)
NTE: Strike & Retrieve Intro Screen
Launch Promotion
 Official Game Website  Rich Media Banners |  Out-of-Home Dangler |  Universal Studios Launch Event  Digital Billboards |
Campaign Overview
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