Case Study: EA Games

The importance of knowing your audience was illustrated by the campaign EA Games ran for its Dante's Inferno game in July 2009.

It invited visitors to gaming conference ComicCon to have their photos taken 'committing acts of lust' with scantily clad women, described as 'booth babes', and to post them on Facebook or Twitter. The prize was 'dinner and a sinful night with two hot girls'.

While the competition and prize were not to everyone's taste and the campaign attracted widespread criticism in traditional and online media, the target audience for the game saw little problem with it, and Dante's Inferno went on to record respectable sales figures.

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