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New Media Maze to Push Ubisoft Rocky Legends Viral Campaign

01 November 2004, London, UK

New Media Maze to Push Ubisoft Rocky Legends Viral Campaign

New Media Maze to Push Ubisoft Rocky Legends Viral Campaign for Console Game

New Media Maze the full service new media agency has been appointed to promote leading videogames publisher Ubisoft’s Rocky Legends console game.

The viral game entitled Rocky Legends created by New Media Maze has been delivered to coincide with the launch of the game for the Xbox and Sony Playstation (PS2) and runs until 31 December 2004.

Rocky Legends brings the character of Rocky Balboa (played by Sylvester Stallone in the films), to the console where players can guide Rocky, Clubber Lang, Apollo Creed or Ivan Drago from their humble beginnings as amateurs to boxing champions. Rocky Legends also presents new boxing arenas, intuitive training modes and 40 opponents to choose from in arcade mode for gamers.

The campaign (from brief to conception) took approximately six weeks to build, and is targeted at 16 to 24 year old boys and gamers to raise awareness of the October 2004 release of the game.

Sally Cormack, Junior Brand Manager at Ubisoft explains how the game works, “The concept, creation, build and seeding of a flash driven is game based on the character Rocky from the console game. Entrants need to build as many ‘Rocky’ punching powers as possible by hitting punching bags with a jab to be ranked in a leader table. In addition to the game from the game mechanics, the viral campaign also contains information about the game features, competition (with opt-in data capture), send to a friend mechanic and links to purchase the product.”

The participants need to try and get the highest score possible and the highest scorer for the week wins a copy of the game in either Xbox or PS2 format. The scores are wiped weekly to give people another chance to win, with the competition running until end of December 2004.

“The campaign is being driven predominantly via online PR; being seeded into viral websites, featured and discussed across gaming newsgroups and distributed to gaming and men’s sites.

Making sure the game is addictive and challenging enough for entrants over a three-month period is important for the game to thrive, so this really had an impact on developing the viral game. By resetting the high score data each week, it keeps the challenge fresh and it means there are approximately 12 chances to win, so everyone gets a fair crack at it”, explains Hayley Barker, Account Director at New Media Maze.

“It’s another great viral from New Media Maze that captures the feel of the Rocky Legends game; supporting the recent release to our gamers which has a huge following and presence online. We are confident that it’s going to be another hit, as New Media Maze also delivered for the very successful Splinter Cell viral, which rapidly approaches its one millionth play already”, adds Cormack.


----Notes to editors----

To play Rocky Legends visit

Rocky-Rocky V: TM & © 1976-2004 Metro-Goldwyn-Mayer Studios Inc. All rights reserved. Game Source and Object Code © 2004 Ubisoft Entertainment. All rights reserved. Developed by Venom.

This press release is available in plain text, PDF and Word formats. Photographs are available of the New Media Maze team if required.

The media spokespeople at New Media Maze are the Directors Julianne Reynolds and Dave Smith.

About New Media Maze

New Media Maze is an independent full-service digital marketing agency based in London, UK. Founded in 2000, the company services a broad range of blue chip clients, including some of the leading global entertainment companies such as DreamWorks, Momentum Pictures, Ubisoft, Universal Pictures Video, VCI (Channel4) and Vivendi Universal Games.

One of the few truly independent full-service digital agencies, New Media Maze provides insight into a broad range of consumer groups, strategy and implementation services for well-known B2C brands. It prides itself on its award-winning creativity, high service levels, attention to detail and dedication to providing its clients with accurate reporting of campaign results.

The agency acts as a one-stop-shop for clients, allowing them to draw on modular or fully integrated online marketing services including: PR, advertising, viral marketing, email and mobile marketing, search engine optimisation and marketing, content deals, and affiliate marketing.

Award-winning creative services include: Advertising creative, web design, viral production, online video editing and HTML emails.

An industry first for the agency has seen New Media Maze develop an independently accredited, online PR Equivalent Media Value (EMV) calculator, enabling all its clients to calculate and evaluate their PR coverage online. This system is now being utilised by Universal Pictures and its other agencies in addition to the clients New Media Maze serves. New Media Maze also has developed an in-house online PR tool providing staff and clients with access to a comprehensive pan-European database of websites, enabling the agency to plan and implement pan-European online advertising and PR campaigns.

Recent campaigns include the development and seeding of a viral game for Ubisoft’s Splinter Cell (Late Home viral), which achieved over 800,000 views within days of being launched, attaining number one best viral campaign in the Lycos Chart, in August and September 2004.

About Ubisoft

Ubisoft is an international producer, publisher and distributor of interactive entertainment products. A leading company in the multimedia industry, Ubisoft’s strong and diversified line up has grown considerably, as has Ubisoft itself.

As well as steadfastly continuing to partner with several high-profile companies, Ubisoft has also confirmed its presence on the global market by developing its own exceptional properties. Founded in 1986 in France, Ubisoft is now present on every continent, both through offices in 21 different countries including the United States, Morocco, Germany and China and through sales of products in over 50 countries.

The group is dedicated to delivering high-quality, cutting-edge video game titles to consumers around the world. Ubisoft generated a turnover of 508 million euros for the 2003/2004 fiscal year, up 22.5% over the previous fiscal year. To learn more, visit

Tags: viral marketing, new media maze, new media, interactive marketing, online marketing, digital marketing, fan base marketing, dvd marketing, video marketing, film marketing, theatrical marketing, competitions, promotions, dvd promotion, video promotion, online dvd promotion, online competitions, online promotions, website marketing, microsite marketing, London, England, UK