To Hell and Back: EA’s Guerrilla Marketing Campaign for ‘Dante’s Inferno’

The road to hell is paved with good intentions. Take, for example, the marketing of Electronic Arts’s blockbuster new video game, Dante’s Inferno. Last year, the company set about trying to educate the public not only about the game but about a 14th-century literary classic and the very nature of human morality. What ensued was one of the most complex campaigns in video-game history, one that got EA burned for fakery and sexism, and then—thanks to a bold change of direction—lauded for intellect and creativity. It’s also a case study in surprising frugality, with a $200,000 guerrilla budget that yielded 47 million impressions of coverage. Today, AdFreak walks you through the nine circles of hell with the man who led the innovative and controversial marketing campaign for Dante’s Inferno. So, put on your asbestos gloves and get ready to descend into damnation.

To Hell and Back: EA’s Guerrilla Marketing Campaign for ‘Dante’s Inferno’.

Advertisements

2 thoughts on “To Hell and Back: EA’s Guerrilla Marketing Campaign for ‘Dante’s Inferno’

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s