Video game launches in the UK with world’s first over-18 live ad in Covent Garden

By on Monday, April 23, 2012

To launch PROTOTYPE 2 in the UK, Activision had the world’s first ever over-18 live outdoor ad created.

UPDATE: scroll down to watch the live ad, in what could be a PRexamples.com exclusive!

In London's Covent Garden at 9:00 p.m yesterday (Sunday 22nd April), the live ad featured actors playing PROTOTYPE 2’s new lead Sgt. James Heller and other characters from the game.

The ad, which the announcement release said would recreate action from the game – including a 'bloody confrontation' – was recommended as only suitable for those over the age of 18, hence the reason it was performed after the UK's 9pm watershed.

The five minute long performance was streamed live on the game's official Facebook page, offering people around the world a chance to watch it.

Watch the live ad here!

Fans were given the chance to vote for one of two endings via the Facebook page from last Friday, and the winning choice was feature last night.

The concept gained the game acres of relevant coverage

Here's an image from the ad itself, tweeted by Andrew Bloch, co-founder of Activision's PR agency, Frank PR. Frank's Elaine Jones works on the account.

Here's the live action TV ad for the game.

Involved agencies:

Frank PR

Drive Productions

Five by Five

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