Eidos is launching its new video game ‘Hitman 2: Silent Assassin’ in the UK on October 4 with this web exclusive viral marketing campaign…

We’ve teamed up with film production company Maverick Media for the latest online viral marketing campaign for Eidos Interactive, to launch new video game ‘Hitman 2: Silent Assassin’.

Jon Rosenblatt, Marketing Manager at Eidos Interactive, said:

The original Hitman was a groundbreaking title in the thinker-shooter genre. ‘Hitman 2: Silent Assassin’ pushes back the boundaries even further. We called on Maverick and DMC’s viral marketing expertise to promote the launch of the game, helping us to increase brand awareness among the 18 to 35-year-old male target audience.

The campaign features two digital video films entitled ‘f**ktalking’, parodying the Hitman’s tendency to shoot first and ask questions later. Will Jeffery of Maverick Media said:

The creative concept was to take situations in everyday environments - a police station and a shop - then twist the expected outcomes in order to shock. This element of shock is vital in creating content which people will view and want to forward on to their friends. It’s not right for every brand, however Eidos are very progressive in their attitude to ‘bleeding-edge’ projects like this.

The films are available only on the web and they drive viewers to the official Hitman 2 web site where they can be engaged and interact with the brand in a number of ways. Eidos is using a ‘web only’ creative strategy and DMC’s seeding expertise to maximise potential viewing and spread. Our online tracking system will then provide real time accountability of the films’ downloads, views and hotlinks in order to quantify the impact the campaign has on brand awareness.

You can see the ‘Hitman Queue’ viral execution on the Lycos Viral Chart here and the ‘Police Line-up’ execution here

If you would like to find out more about the campaign or would like to know more about our online viral marketing services, please contact us