The launch is the latest instalment in the popular Command and Conquer real-time strategy games developed by EA for consoles and PC. The game features the United Nations Global Defence Initiative fight against the semi-terrorist faction, the Brotherhood of Nod.
With earth laid waste and split into habitable zones, the evil Brotherhood returns for another try at conquering all.
The print and online campaign aims to recruit players by creating a landscape divided by territories with strategic placement of posters that rallies troops for either side of the warring factions.
Different sides of the army use different tactics to encourage players to join in. The GDI embark on a slick recruitment drive using traditional media channels such as core PC gaming titles. This army's approach is hard-hitting and publicises the effects the war against the Nod is having against the civilian population.
In contrast the Nod use guerilla tactics to recruit prospective players with rich media used to create the impression that sites have been illegally hijacked on leading PC gamer and other online environments.
This campaign is set to run internationally at the end of February. It will cover Europe, the Middle East, Asian Pacific, Mexico, Brazil and South Africa. The campaign will run for three months to coincide with the launch of the game on March 2 and features state-of-the-art, next generation graphics, an epic story and full-motion video sequences.