Commissioned by Wieden Kennedy for the launch of SEGA ESPN NFL FOOTBALL 2K4 videogame.

Watch the campaign film for more info (11:25)

Challenge. Launch a new console video football game in a market dominated by EA Sports Madden NFL football.

Target. Young men ages 12-25 who are video game enthusiasts and football fans.

Solution. Campfire created a three-month live story around one man’s battle to stop SEGA from releasing a dangerous video game, SEGA ESPN NFL Football 2K4. A beta tester for ESPN/SEGA’s new video football game, our protagonist, Beta-7, finds himself passing out and tackling innocent people randomly. Getting no response from SEGA, he launches a campaign through Web sites, message boards, blogs and other media to tell the world that this soon-to-launch video game may be hazardous to your health and well-being. And SEGA fights back…

Media. Consumers engaged with the immersive entertainment experience through guerilla web sites, viral videos, and real world events.

Results.
» The campaign was launched in the middle of 2003 and ran for three months
» Overall 2,225,000 people participated the elements of the campaign
» Average sticky time was 10 minutes 55 seconds
» Despite a late start against industry leader EA, Sega exceeded sales expectations in 2003 by 25% and doubled sales in 2004.
» The Beta-7 campaign won major awards at the Andy Award’s, One Show, The Clios, The Art Director’s Club, as well as an unprecedented three Yahoo! Big Idea Chair Awards.

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