Xbox 'Batman: Arkham City' by Weapon7

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 – – 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 using social media channels such as Alfred's Twitter feed, Xbox Facebook pages and game forums.