Activision Singularity Video Game Viral Marketing

A video of a supposed assassination attempt in Russia pops up on YouTube and clocks over 400,000 views and 1,500+ comments in under a week. The info directs viewers to MIR-12, a shadowy organization bent on uncovering a deeply rooted Russian conspiracy they claim began in the 1950s. This elaborate story that unfolded was an intricate viral marketing campaign we created for the video game Singularity.

Utilizing Twitter, Facebook, Flickr, YouTube, Google Maps and hundreds of blogs and new sources, we were able to lure gamers into the story which turned out to be the preface for the story of the video game. Response was overwhelmingly great and more than accomplished it's goal; get people talking.

Creative Direction: Marcus Wesson, Miguel Caballero

Art Director: Stewart Wade

Copywriter: Nick Ciomperik