The video game industry has consistently pursued eccentric marketing strategies where customers experience both brilliant and odd approaches. Sometimes things go so far as to include absurd choices that make you question business decisions.
Some companies throughout the years have launched deeply strange promotional activities to gain public notice.
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Sega’s Scream Test (1990s)
During the 1990s Sega pushed its marketing campaigns in an unprecedented direction. Their Sega Saturn promotion in Japan allowed customers to receive increased discounts based on their volume of screaming at mall booths. The louder they were, the bigger the deal was.
This engagement tactic resulted in wild scenes of chaos throughout. People screamed at loud volumes for countless minutes to win. This approach was both unique and irrational.
Burger King’s Sneaky King (2006)
Some PR is weird in a fun way, and Sneak King is a perfect example. Burger King teamed up with Microsoft to create a bizarre stealth game where you played as their mascot.
Your mission? Creep around and deliver food to unsuspecting people. It was sold at their locations for just a few bucks, and while it was undeniably weird, it turned out to be a massive success. Millions of copies were sold, proving that sometimes, weird marketing works.
Ubisoft’s “Terror Scare” Stunt (2007)
Ubisoft’s campaign in New Zealand for Splinter Cell: Conviction stretched past acceptable limits. They produced buzz through the simulation of a hostage situation in a densely populated space. An actor portraying Sam Fisher pretended to capture people he ran through crowds while using a fake gun.
People unaware it was a prank got frantic and called the police to the area. The whole event was a total failure, promtimg the developers to apologize right away. The practice of presenting fake crimes to advertise is an unwise approach.
Microsoft’s Blood-Filled Fountain (2013)
To promote Gears of War: Judgment, Microsoft turned a London fountain into a gory spectacle. They filled it with what looked like blood, turning the water deep red. While this definitely fit the brutal tone of the story, it was also a little disturbing for random passersby who had no idea what was going on. It made for some unforgettable visuals, but it also left some people scratching their heads.
Capcom’s Human Meat Butcher Shop (2012)
When Resident Evil 6 was about to launch, Capcom went all out and set up a fake butcher shop in London that sold “human meat.” Of course, it wasn’t actually human, but the realistic displays of body parts (made from animal meat) were unsettling. Visitors could buy things like “human hands” and “joints” as a way to tie into the zombie theme, and it was a clever but grotesque stunt that got people talking.
EA’s Real-Life Air Drops (2011)
EA decided to get a little too real while promoting Battlefield 3 and sent out real-life supply drops (containing related gear) to random locations. The problem? Some of these packages were left in public areas, looking suspiciously like explosives. Detonation squads were called in many times to investigate, and their attempt to create immersion turned into a major safety issue, which led to heavy criticism.
The Takeaway
Some marketing tactics are all about grabbing attention, but sometimes, businesses go completely off the rails. Some of these worked, some flopped, and some sparked outrage. But one thing’s for sure, ads will always be unpredictable, and sometimes, it’s stranger than the games themselves.
