SXSW 2012 - EA Dead Space - A Transmedia Marketing Case Study

EA Dead Space - A Transmedia Marketing Case Study
Event	SXSW Interactive 2009
Format	Dual
Organizer	Ian Schafer – Deep Focus
Description	This in-depth case-study reveals the method and the madness behind Electronic Arts use of cross platform marketing to communicate separate, self-contained elements of the much anticipated release of their first survival horror game, Dead Space. For this release, EA packaged a comic book, a prequel DVD, and an online experience in order to build, create, and cultivate an audience around the Dead Space brand prior to the official “street date” launch.
Questions Answered	What is the Dead Space game? What was the thinking behind the development of Dead Space? What were the goals for marketing Dead Space? What was the "hub and spoke" marketing strategy for Dead Space? How was the Dead Space comic book used? What was the role of event marketing? How did the animated movie play a role in the marketing plan? What role did interactive marketing, including developing and managing a Dead Space ARE and the use of online social communications (Digital PR) play? How successful was the campaign? How did EA measure success?
Panelists	Ian Schafer (Deep Focus)
Level	Advanced
Category	Advertising / Marketing

EA Dead Space - A Transmedia Marketing Case Study