Wieden + Kennedy’s lanch campaign for EA’s Dante’s Inferno is one of the most complex campaigns in video-game history. It’s also a case study in surprising frugality, with a $200,000 guerrilla budget that yielded 47 million impressions of coverage.

Great post on Adfreak detailing the full story of Wieden + Kennedy's nine month campaign for the launch of EA's Dante's Inferno. They write:

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.

Worth taking a look at the full story of the campaign here.

Tapper, Wiseman and Chesters head off to deepest Acton for a Q&A on the latest pitch.

Good session, lots of useful info from client & Wiseman got to go on the back of a scooter for the first time (and even stopped screaming after the first mile or so)