Splinter Cell for the PS2 launches with viral video

LONDON - Digital Media Communications has launched an exclusive 'web only' viral marketing campaign for the launch of 'Tom Clancy's Splinter Cell' on the PlayStation2, the first to be undertaken by Ubi Soft Entertainment.

Launched first on the Microsoft Xbox, 'Splinter Cell' follows the exploits of CIA deniable operative Sam Fisher and has been called more stealthier than the massive 'Metal Gear Solid'. It launches on March 28.

Sara Pelton, group brand manager at Ubi Soft, said: "'Tom Clancy's Splinter Cell' is a stealth action game that enables players to take on the role of Sam Fisher, a highly trained secret operative. We called on DMC's online viral marketing expertise to help us increase awareness of the game among the core target audience of 16- to 35-year-old males, and to help us drive and widen demand prior to and during the launch period."

DMC is managing, seeding and tracking the campaign in the run-up to the launch date. It is being seeded via DMC's online influencer network.

The campaign uses a titillating 30-second digital video film called 'Locker Room' that introduces viewers to Splinter Cell's central character. Viewers are able to link to the 'Tom Clancy's Splinter Cell' microsite at the end of the film where they can view new trailers, screenshots and find out more about the game.

DMC managing director Justin Kirby said. "Ubi Soft has embraced the viral marketing technique by using a web-only digital video strategy and demanding accountability. Our online tracking system is providing real-time quantification of the film's views and hotlinks in order to prove the impact this viral campaign has on brand awareness."

The film can be downloaded here.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published