Keep the Fire Burning
Cultural Insight: If you want a viral email to gain momentum, it must be worth sending.
Brand Asset: To drive traffic to their website, ATARI wanted to create a promotion based around the revolutionary “fire technology” in their blockbuster title, Alone in the Dark.
Growth Strategy: Creating a parody in the tone and manner of an STD awareness PSA, we capitalized on the “burning” aspect of fire to get get viewers to “give it to” the people they know and/or don’t know. It was a humorous slant that achieved the “viral” effect we were going for.
