EA Games recreates Battle of Waterloo for Battlefield 3 launch

EA Games is recreating scenes of the Battle of Waterloo at London’s Waterloo station as part of an interactive outdoor advertising campaign to promote the launch of Battlefield 3.

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The game is expected to be one of the year’s biggest releases and the company hopes to create a “blockbuster” like experience for the launch “to match the anticipation of the game”.

The outdoor campaign uses QR codes and NFC technology that allows passers-by to interact with the billboards via their smartphones.

EA Games has also set up a free wi-fi network in the station that will direct users to online Battlefield 3 content.

The week-long campaign will take over all 15 Primesight ad sites at Waterloo in what the outdoor media owner claims is a first.

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