A call to armsA challenge was posted across influencer gaming communities. Additionally Super-Influencers were identified and sent exclusive draft letters.

Creating a Marine-like gaming cultureJust like the Marines would, we ensured that recruits were rigorously pushed to their limits. Recruits were set three initial tasks linked to the game.1.Navigation. Recruits were challenged to find symbols in fake websites using Google Maps.2.Intelligence. Mock newspaper websites were set up and recruits had to identify which were propaganda and which were not.3.Espionage. Recruits had to seek out a hidden mobile phone number, call it and decode the messageWeeding out the inferior gamersThey then had to pass a fourth test of Battle tactics, playing a beta-version of the game.Rewarding the eliteThe top 500 recruits graduated to a live gun range, firing a massive gun from the KILLZONE game.

Massive social influenceFully informed on all the new aspects of the game, Super-Influencers became KILLZONE’s evangelists – writing articles, blogging, posting on forums, status updates, and tweeting.

14,808 recruits signed up through Facebook Connect and they influenced 2.8m further Facebook contacts.Explosive headline newsThe idea made headline news across the gaming world. The PR generated equated to ten times the value of our media budget.

Influencing the MainstreamAwareness of the KILLZONE franchise increased by 63%.

KILLZONE 3 was rated 9/10 in all major mainstream reviews.

Creating a BlockbusterKILLZONE 3 became a Double-platinum selling game in double time.