MONTREAL, July 16, 2012 /CNW Telbec/ - For the July 3 launch of the
massively multiplayer online game The Secret World, published by Funcom, Montreal agency Human Equation led a viral
campaign based on the theme of secret societies, generating more than
2.7 million in visibility on the web. The marketing offensive was
deployed from May 22th to June 29th in five different languages to which participation increased to more
than 80 countries. With a series of puzzles, enigmatic videos and
fictitious websites all aimed at finding a mystical weapon, Human
Equation kept budding investigators in suspense while revealing clues
leading to the final solution and an array of various prizes related to
The Secret World. To push the concept further, the agency used real places such as
Alcatraz Island, Amsterdam and a cemetery in Providence to help gamers
to progress in their quests.
In total, gamers invested more than 45,000 hours immersed in the
alternate reality game (ARG) created by the young creative web agency.
Through text messages, phone calls, emails and forums, players exchanged
with fictional characters and took actions that directly changed the
story inspired by the themes of The Secret World.
With its intriguing mix of real-world facts and esoteric references, the
alternate reality game received extensive coverage in the top media
channels within the video game industry. The game also provoked
thousands of conversations on forums and social media sites, in
addition to being followed by more than 300 web sites.
"It's the first time in 10 years that we received hundreds of thank-you
letters for an advertising campaign!" says Andrea Doyon, founder of the
Human Equation. "The reaction from both our client and the community
makes us even more proud to have produced this international project in
Montreal, one of the most innovative and creative cities in the world."
"Despite tight deadlines and the sheer magnitude of the task at hand,
the team from Quebec demonstrated originality and a remarkable
efficiency," says Erling Ellingsen, Communications Director at Funcom
Founded in 2007, Human Equation is a creative technology agency that
focuses on perpetual research and development to harness the power of
the web and generate unmatched interactive experiences. This community
of creative geeks located in west Montreal offers its clients turnkey
digital marketing services. Human Equation also manages a cyber
investigation center and the Cumulus gamification platform.
Image with caption: "The Gate (CNW Group/Equation Humaine)". Image available at: http://photos.newswire.ca/images/download/20120716_C8597_PHOTO_EN_16253.jpg
SOURCE Equation Humaine
For further information:
Ms. Caroline Vézina, Communications Manager
514 876-1702 Ext: 222
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