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The campaign will seek to encourage online word-of-mouth exposure for Activision's Rally Fusion: Race of Champions game. The title will be released for the PlayStation 2 and Xbox consoles on 15 November.

Games Domain (www.gamesdomain.co.uk) will feature exclusive content about the game, including videos of the title in action and web chats with the game developers.

Marketing agency Digital Outlook, which has developed the online campaign, is also producing four banner executions that will be used to promote the game throughout Europe.

Maurice Wheeler, operations director at Digital Outlook, said: "Although we will do some advertising, our main objective is to build hype using below-the-line methods including PR, promotions and word of mouth."

The agency is also working on a number of other Activision titles, including Medieval:Total War, Star Trek: Starfleet Command III and Minority Report, a tie-in with the Hollywood blockbuster of the same name.