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EA engaged Brando to launch the hotly anticipated Left 4 Dead 2 zombie survival game in November 2009. Brando was tasked with targeting a youth gamer audience, but with the added zombie/horror fan-base thrown into the gruesome mix! We decided to tease the audience by preparing them for the inevitable outbreak of L4D2 zombie flu with a spoof webcast instructional film in survival techniques, hosted a subsequent press experience to train journalists in zombie combat and turn a famous London boozer into the Severed Arms pub, where zombies ran the pub for the weekend of game launch, with the help of Hollyoaks’ gorgeous Jennifer Metcalfe as the ‘L4D2 infected’ barmaid. The viral achieved over 150,000 views to date, and the campaign resulted in an AVE of over £900,000, PR value of £2.7m, social media outreach of 45m per month and an ROI of 10:1…and a ‘dead happy’ client!
