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Dante’s Inferno and the 7 Circles of Marketing

While I haven’t had a chance to play the newest hack and slash, Dante’s Inferno, I’d be hard-pressed not to hear about the exciting marketing techniques they’ve implemented from big budget commercials to staged events.

Commercials for video games are common place, but Dante’s Inferno really made their mark when they purchased a prime-time 30 second spot for Super Bowl XLIV costing an estimated 3 million dollars and telling us to kindly “GO TO HELL”.

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While this was sure to get the attention of the masses, their staged events were much more provocative. At the annual E3 Gaming Conference they hired a fake religious mob to “protest” the official announcement of Dante’s Inferno holding witty signs like, “CHEAT CODES WON’T SAVE YOUR SOUL!!”.

Their next event, modeled from the circle of hell for greed, sent $200 checks to mainstream reviewers tempting them. To top it all off they ran a contest called “Sin to Win” in which they asked individuals to submit pictures of themselves in acts of lust to win. The winner would be promised “a sinful night with two hot girls, a limo service, paparazzi and a chest full of booty.”

Each of these controversial moves generated an immense amount of buzz from blogs to major news networks. No press is bad press!

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