Electronic Arts wanted to support the release of the console title, “Battlefield 2: Modern Combat” with a compelling, tongue-in-cheek email campaign.

The aim of the email campaign was to create hype around the new console game, successfully portraying the irreverent and humorous side of the game's overall marketing approach. Using a fictional News Reporter called Ken Chappel, email recipients were invited to be interviewed “Live” by Ken. After a brief interview, the resulting "Breaking News" story is aired featuring the viewer and their friend, "Live from the Battlefield" and containing in-game footage.