Prices rise tomorrow. Last chance for best rate.
Video games are a way to escape reality. The rules of the world don’t apply once gamers slip into a fantasy realm where all manner of social ills are tolerated and even encouraged. But what if gamers could bring those experiences to real life?
That’s the idea behind a new campaign for PlayStation’s Twisted Metal game launching today. Crafted by Deutsch LA, the effort invites gamers to control (via the Web) a real M249-SAW firing at an ice cream truck and other objects in the desert. Gamers queue at ShootMyTruck.com to control the powerful gun this morning, with about 1,500 expected to get turns of 30 seconds each over two days of mayhem. Three gamers will get 90 seconds of shooting time for the grand finale, which will be punctuated by the explosion of the truck. The results will be livecast from the site. An intro video of the project features Twisted Metal’s legendary game director David Jaffe saying, “Why am I standing in the middle of a f—-g desert? Because I’m about to start blowing shit up.”
The campaign takes place on the day Twisted Metal hits stores, ironically timed to Valentine’s Day. Deutsch opted for this approach over a campaign with a TV spot and takeovers of game sites. The idea, according to Deutsch LA creative director Sam Bergen, is to make a big splash with an “alpha moment” that will impress the hard-to-impress gamer crowd and serve as a bridge between the make-believe of video games and real life.
“It’s this thought that if you were handed an automatic weapon and 70 bullets, would you pull the trigger?” he said. “The answer for every gamer is, ‘hell yeah.’ We wanted to give a tangible experience to play this game.”
More in Marketing
Dentsu strikes Meta deal to build plumbing for mass influencer activation
Top CMOs are assembling armies of creators, but many lack the infrastructure required to get the most out of them. A deal between Dentsu and Meta aims to fix that problem.
“Brands recognize the cultural dominance of podcasts”: global podcaster Mel Robbins talks AI, ad budgets and audience ownership
The global podcaster sat down with Digiday during her first-ever Cannes Lions — an event she now knows holds real value.
Dollar Shave Club’s bet: AI makes agencies optional, not obsolete
Dollar Shave Club makes 90% of its advertising in-house. AI is coming for the other 10%.