Latest online campaign for Electronic Arts (EA) places gamers in spoof war broadcast

From: Bloc Media
Published: Thu Nov 17 2005

This week, Bloc Media launches a tongue-in-cheek online advertising campaign to promote Electronic Arts’ (EA) latest console game, Battlefield 2: Modern Combat. The campaign launches in 10 countries, including Spain, Finland, France and Greece. The UK version can be found at

A humorous video-rich microsite, supported by viral emails and animated online ads, allows gamers to incorporate their own personal details, including a photo, into a spoof news report helmed by the fictional American gung-ho chief war correspondent, Ken Chappell - who also features in the TV and radio campaign and all point of sale.

Bloc’s online campaign is part of an integrated strategy to promote Battlefield 2: Modern Combat. Wieden & Kennedy created the print, TV and radio ads.

Pedro Sanudo at Electronic Arts comments: "Replicating Modern Combat’s heart of the action atmosphere, Bloc’s interactive microsite puts the player on the front line and right in the middle of the fray. The interactivity of this campaign means gamers can get a feel for Battlefield 2, while having some fun being interviewed ‘live’ by Ken Chappell."

Bloc’s online ads take the American war reporting spoof one step further. Animated banners ask gamers to vote on their preferred mode of transport, such as ‘tank or chopper?’. With each click on either chopper or tank, viewers are shown an in-game video clip of their chosen vehicle. Gamers who click on the banners will be taken to the official Battlefield2 site

Rick Palmer, Managing Director at Bloc Media, comments, "Developing the integrated campaign with Wieden & Kennedy has allowed us to create a truly interactive video experience that ties-in closely with the above the line activity. The campaign reflects the tongue-in-cheek style of the ABL creative and exposes the viewer to the world of Battlefield 2: Modern Combat. Integrated in-game clips also showcase the game to the viewer within an interactive, personalised narrative."

The viral campaign will be seeded across various European forums and EA’s database, with the animated banners being placed on various sights across the UK, Europe and North America, including, Yahoo and MSN. The online campaign will run for two months.


Editor’s notes

About Bloc Media

Bloc Media is a digital agency specialising in creating attention-grabbing websites, virals and games, as well as developing online advertising campaigns, DM campaigns, and CRM strategies.

With its creative insight and intuitive approach, Bloc Media’s campaigns are focussed on being creatively compelling whilst effectively fulfilling a marketing brief and delivering ROI.

Bloc Media has worked with Electronic Arts (EA), Diesel, EMI Records, Sony Computer Entertainment Europe (PlayStation), Mini Clip, Mousebreaker, Universal Music, Virgin Records, Eidos, V&A Museum, Sony BMG and Microsoft.

Katy Howell
immediate future Ltd.
0845 408 2031

Company: Bloc Media
Contact Name: Katy Howell
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Contact Phone: 0845 408 2031

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