Launching their very own SETI program is probably the one thing Bioware wasn’t doing these days with an MMO, RTS, and now a 3rd person shooter in the oven, but that oversight is now being addressed. Copies of Mass Effect 3 will reportedly be sent into space using weather balloons. Just to make this clear, Bioware is using the devices most commonly mistaken for alien spacecraft to launch a game about aliens destroying and/or having sex with humans towards the place where aliens would be if there were any. I’m pretty sure Bioware just broke irony.
The Launch Plan
The games are being launched in New York, San Francisco, Las Vegas, Berlin, London, and Paris, and local gamers are encouraged to try and snag as many of them as they can on their return trip. The games can be tracked on the masseffect.com website. This unique promotional stunt not only generates excitement among fans but also highlights Bioware’s innovative approach to marketing. By sending copies of Mass Effect 3 into space, Bioware is creating a buzz that extends beyond traditional advertising methods.
Engaging the Community
This initiative is more than just a marketing gimmick; it’s a way to engage the community in a fun and interactive manner. Gamers in the launch cities are given the opportunity to participate in a real-life treasure hunt. The weather balloons, equipped with GPS tracking devices, allow fans to follow their journey in real-time on the Mass Effect website. This adds an element of adventure and competition, as players race to retrieve the games once they land back on Earth.
Moreover, this event taps into the core themes of the Mass Effect series, which revolves around space exploration and the unknown. By physically sending the game into the stratosphere, Bioware is blurring the lines between the game’s narrative and reality, offering fans a tangible connection to the game’s universe.
The Significance of the Event
The choice of cities for the launch is also significant. By selecting major cultural and technological hubs like New York, San Francisco, and Berlin, Bioware is targeting areas with large, tech-savvy populations who are likely to appreciate and participate in such an innovative event. This not only maximizes the reach of the promotion but also ensures that the event garners significant media attention.
Additionally, the use of weather balloons is a clever nod to the common trope of UFO sightings. Weather balloons are often mistaken for alien spacecraft, and by using them to launch a game about aliens, Bioware is playing with this cultural phenomenon in a humorous and ironic way. This adds an extra layer of depth to the promotion, making it memorable and newsworthy.
A New Era of Game Promotion
This event marks a new era in game promotion, where companies are willing to go to great lengths to capture the imagination of their audience. It’s a testament to the creativity and boldness of Bioware’s marketing team. By thinking outside the box, they have managed to create a promotional event that is not only effective but also aligns perfectly with the themes of their game.
In conclusion, Bioware’s decision to launch copies of Mass Effect 3 into space using weather balloons is a masterstroke of marketing. It engages the community, creates a buzz, and ties in beautifully with the game’s themes. As fans track the balloons and race to retrieve the games, they are participating in an event that is as innovative and exciting as the game itself. This is a perfect example of how creative marketing can elevate a product and create a lasting impact.
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