For the release of Batman: Arkham City, we launched the world’s second search engine fronted by a butler. Bruce Wayne’s faithful servant took to the internet in a fully working search engine powered by Bing. But certain keywords triggered results you could only get from Alfred.
These included new screenshots, videos, Xbox Live avatars, chances to win exclusive consoles and even tickets for launch events. To seed clues for the key search terms, Alfred took over Xbox UK’s Facebook channel and also posted via the official Arkham City twitter feed.
We also created business cards and T-Shirts to launch Alfred’s site. It rewarded the casual audience for simple interaction – just entering Batman in a search term caused bats to swarm the screen. It also engaged hardcore fans with more complicated trails, making them work together to fathom the right search terms to unlock new stuff.
These included new screenshots, videos, Xbox Live avatars, chances to win exclusive consoles and even tickets for launch events. To seed clues for the key search terms, Alfred took over Xbox UK’s Facebook channel and also posted via the official Arkham City twitter feed.
We also created business cards and T-Shirts to launch Alfred’s site. It rewarded the casual audience for simple interaction – just entering Batman in a search term caused bats to swarm the screen. It also engaged hardcore fans with more complicated trails, making them work together to fathom the right search terms to unlock new stuff.