Making Waves created the Free Sterling Campaign for Vivendi Universal Games in order to promote their hot new title "Cold Winter" released June 3rd 2005. Our main aim was to build on the dark world of international intrigue highlighted in the game, while creating a personal link between the central character Andrew Sterling and the audience.
Using as a starting point the capture, imprisonment and subsequent abandonment by MI6 of Andrew in Cold Winters FMV intro, we created an integrated online and print concept based around freeing him from his captors.
As a focal point for the creative, Making Waves built the Free Sterling.com website, designed to give the impression it was put together by AndrewÕs brother Robert (in an attempt to highlight his brothers betrayal at the hands of the intelligence services.)
The site includes a petition, allowing members of the public the opportunity to register their protests, leave messages and order support packs, which include stickers, and a fashionable Free Sterling silicone wristband.
We also commissioned the filming of a series of episodic viral clips, that were gradually released over a four-week period to create further awareness of both Freesterling.com and coldwinter.com
To fully integrate the online, viral and print campaign a series of adverts, (including creatives such as an open letter from Andrew Sterling to the public, pleading for help and a folder of confidential government papers) were also placed in specialist titles in the run up to the games release.
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