Bruce Wayne's trusty butler Alfred is at the centre of a social media campaign by Weapon7 to promote the new Microsoft Xbox 360 game Batman: Arkham City.
The campaign broke on 3 October ahead of the game's launch on 21 October and runs globally. There are versions in English, French and German.
A dedicated URL – AlfredAtYourService.co.uk – links up with Microsoft's Bing to create a fully functioning search engine. Certain specific search terms will return different pieces of content, including information about characters in the game, screenshots, Xbox 360 avatars and the chance to own a Batman-branded Xbox 360 console.
Gamers will be directed towards AlfredAtYourService.co.uk using social media channels such as Alfred's Twitter feed, Xbox Facebook pages and game forums.