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Splinter Cell Stealth Late Home Viral Campaign Inspires PS2 Gamers

17 September 2004, London, UK

Splinter Cell Stealth ‘Late Home’ Viral Campaign Inspires PS2 Gamers

Splinter Cell Stealth ‘Late Home’ Viral Campaign by New Media Maze Inspires PlayStation 2 Gamers

The Splinter Cell stealth ‘Late Home’ viral campaign continues to inspire gaming fans delivering an increasing number plays. The viral campaign created and promoted by the full service new media agency New Media Maze continues to grow and reach new players.

New Media Maze, appointed by Ubisoft commenced the creation and promotion Tom Clancy's Splinter Cell (R) Pandora Tomorrow PlayStation 2 console game in early June 2004.

The campaign entitled ‘Late Home’ is targeted toward core PlayStation gamers, being 18 – 25 year old males involved developing a viral that would meet the set objectives of the popular gaming title. The viral campaign appeals to the gaming audience and informs them about the release of the game on the PS2.

The 'Late Home‘viral campaign draws upon actual elements of the game (e.g. lock picking, stealth and survival skills) and the Splinter Cell brand. The audience has probably been put in this situation, when they’re home late, and know they’re in trouble.

Dave Smith, Director at New Media Maze comments, “The viral spread of this campaign shows what can be achieved when you combine brand understanding, great creative and clever placement. We're really pleased with the results of this campaign and happy to have demonstrated to a new client the power of viral marketing.”

After building and developing the viral concept, New Media Maze seeded the game via their database of web editors and the Lycos Viral chart

“It is an extremely engaging piece of creative and online piece of work; a viral campaign that is amusing, catchy, interactive, promoting our brand in a memorable way.

As result of the success and continued interest of the promotion Splinter Cell ‘Late Home’ viral (with a staggering 800,000 plays and had a number one position in the Lycos Viral Chart), we are now looking at other virals for our forthcoming releases.”, adds Sara Grover, Senior Group Brand Manager at Ubisoft.

“Coming up with something original was challenging for this very popular PS2 game and the Splinter Cell brand. The market is extremely saturated with virals. To stand out you normally need to be controversial or appealing in an extraordinary way. We had to devise something that would appeal, but not affect the strong brand that Ubisoft have developed for the Splinter Cell range, which has exceeded expectations”, adds Dave Smith, Director at New Media Maze.

Visit the ‘Late Home’ viral campaign at


----Notes to editors----

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

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

About New Media Maze

New Media Maze is one of the foremost full-service digital agencies in the UK. Founded in 2000 and based in London, the company services a broad range of blue chip clients including some of the most renowned global entertainment companies.

One of the few truly independent full-service agencies, the company provides consumer insight, strategy and implementation services to a broad range of consumer brands and prides itself on its creativity, high service levels, attention to detail and dedication to results.

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

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

Current clients include Acclaim, DreamWorks International, Momentum Pictures, Naked Ambition, Playback, Ubisoft, Universal Pictures, Universal Pictures International, and VCI.

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