Electronic Arts’ video game Majestic was first marketed through crews of ‘agents’ on the streets of San Francisco, Los Angeles, New York and Washington. The agents created a buzz around the game by “spreading the truth of Majestic.” This viral marketing campaign generated countless impressions in the most influential markets in the country. Meticulous video taping of each crew resulted in countless hours of footage, but a clear message was needed to extend awareness of the campaign to traditional media.
Mercury fashioned the hours of footage into a video marketing piece and a B-Roll package that effectively promoted the game to traditional media in a clear and exciting manner.
The campaign was enormously successful, resulting in over 12 million consumer impressions.