Guerrilla Marketing: Dante’s Inferno Revisited

Filed under: Culture Jamming and Reality Hacking

Submitted by Tim Jackson:

The Electronic Arts campaign for the video game ‘Dante’s Inferno’, recently reviewed in the Times, had quite a release campaign. It utilized some interesting hoaxes, including a fake Christian protest. Curious, I hunted down the whole list of ad campaign stunts.

To hell and back: EA’s guerrilla marketing campaign for ‘Dante’s Inferno’
by David Griner
Adworks Blog

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.

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