EA plans to Send Super Bowl Fans to Hell

Posted by at 10:37 pm on February 1, 2010

On Sunday February 7th, EA will air its first-ever Super Bowl commercial as part of the massive marketing program for the company’s newest videogame franchise, Dante’s Inferno. On Super Bowl Sunday, EA will invite 100 million football fans to join Dante on an adventure that spans all nine punishing circles of Hell; limbo, lust, gluttony, greed, anger, heresy, violence, fraud and treachery. The hell-raising 30-second spot entitled “Hell Awaits-¦” premieres during the fourth quarter of Super Bowl XLIV broadcast on CBS on Sunday, Feb. 7, 2010. Dante’s Inferno from EA will be in stores on February 9, 2010.

EA’s Super Bowl ad caps off a   marketing campaign which brought the tagline “Go to Hell” using several innovative programs:

  • -˜Go to Hell’ Facebook App -“ This free app takes the poem’s nine circles of hell, and brings them into everyday life. With the click of a button, anyone can send a friend, foe, place, product or brand to one of the nine circles of hell.
  • Special Edition Book -“ EA is releasing a special edition of “The Divine Comedy” in partnership with Random House and Del Rey Books. The book features an introduction written by the EA executive producer Jonathan Knight, and a 16-page, full-color art insert showcasing the evolution of characters and environments from the classic poem to the video game.
  • Animated DVD Feature -“ EA is releasing a full-length animated feature developed in partnership with Starz Media, Film Roman, and Anchor Bay Entertainment. The movie features six unique art styles created by six of the best animation studios in the business (DVD/Blu-Ray).
  • Comic Book -“ An exclusive six-issue comic miniseries created by DC Comics/WildStorm Productions featuring the highly stylized artwork of Diego Latorre and written by esteemed comic book writer Christo Gage.
  • Collectible Action Figure -“ A collectible figurine of the hero Dante created by NECA, available as a pre-order bonus at select retailers and for sale beginning 2/9/10.
  • Dante’s Nine Circles Hit the Blogosphere -“ Beginning in June 2009 at E3, EA brought the game’s nine circles of hell to bloggers, one month at a time. “Limbo” was illustrated with a mock protest. “Greed” was illustrated by bloggers being asked to cash a check for $200. “Heresy” was demonstrated through a fictitious game called “Mass We Pray”. Each stunt set fans buzzing about the core themes of -˜The Divine Comedy’ and Dante’s Inferno, the game.
  • Hidden Messages -“ Dante’s Inferno online advertising will contain hidden source code and ASCII art, further bringing to life the world of Dante’s Inferno and the hell that lies beneath.

Dante’s Inferno is available for the PlayStation 3   and Xbox 360 beginning February 4th in Europe and on February 9th in North America. Dante’s Inferno is rated M for mature and has an MSRP of $59.95.

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