Electronic
Arts
Godfather Video Game Launch
The Story
Together, Freestyle Interactive and Ammo
Marketing created a guerilla marketing
campaign inspired by the “Orange Theory” of
the movie. In the Godfather movies oranges
are used to forewarn someone’s death,
something that dedicated Godfather fans
understand.
On the morning of the game’s launch, 30,000
oranges stickered with the URL
www.godfather321.com were strategically
placed along heavy commuter routes in NY,
Chicago
& San Francisco. Visitors to the web site
were greeted with an in game re-enactment of
the famous scene where the Don is gunned
down. The web site feature additional game
footage and b-roll of the morning’s
guerrilla campaign as people woke up to
their commutes covered in oranges.
Results
Launch day proved to be buzzworthy with ‘oranges’ stories
hitting the blog and site pages of
AdWeek, Adrants, The Chicago Tribune, and
other news and industry sites. From the
30,000 oranges dropped, we saw a 9%
conversion rate of people |
visiting the oranges site on
launch day. 45% of the visitors clicked
through to EA’s official Godfather website.
The final result? The campaign drove the
most successful new franchise launch
for Electronic Arts in 10 years.
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