Electronic Arts (EA) is promoting its new game, Black & White 2, with a viral quiz and online campiagn that determines what kind of “god” people are – peaceful or destructive.
The campaign mirrors the choices players must make in Black & White 2, a world-building or “god” game in which they control the destiny of a civilisation. The gamer actually plays a god, and has an alter ego who appears in the game and performs actions. The game challenges players to make moral choices and so determine what kind of god they are – good or evil.
The online campaign, created by digital agency Bloc Media, launches this week on websites including FHM.com and Maxim.com. Targeting 25- to 35-year-old males, animated banners will challenge users to take a 30-second psychometric quiz – which will be e-mailed to EA’s database – to identify their “inner god”. They will also be directed to a microsite – destructivegod.com or peacefulgod.com – depending on results.
Bloc Media managing director Rick Palmer says: “Player interaction in a quick and fun way is at the heart of our strategy for this campaign. By allowing gamers to enjoy answering the simple but engaging questions we are able to reinforce Black & White 2’s core theme.”