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Gearing up to launch an all-new game, Dante’s Inferno, leading global interactive entertainment software company Electronic Arts (EA) asked Ascentium to help them generate some high-octane buzz. Our answer? "Go to Hell," a social marketing campaign that raised eyebrows and sales.
"Go to Hell" mimicked the Dante’s Inferno experience across multiple platforms and devices (the Web, Facebook, and iPhones) to reach the game’s target audience where they were already spending lots of time. "Go to Hell" featured a visually engaging interface supercharged with the brutally funny, highly entertaining personality and action of the Dante’s Inferno game.
People loved it. By the game’s February 2010 launch, the "Go to Hell" Facebook app peaked at more than 600,000 active monthly users. Did the buzz affect the bottom line? Well, EA sold more than 400,000 units of Dante’s Inferno in the first month. By any measure, that’s a hell of a good start.
