For the release of Batman: Arkham City we wanted to engage gamers with an innovative idea but with a very little media budget. We knew that gamers were always searching for new information about up and coming releases. So, we created a search engine fronted by Batman's butler, Alfred.
Alfred was best-placed to supply the inside track that gamers could share in forums to gain kudos. So we studded Alfred’s site with exclusive content, such as screenshots, sound files, gameplay hints, avatars and chances to win consoles and event tickets. We used Bing to power our easter egg-filled Alfred search engine. We also used Twitter, Xbox Facebook pages and game forums to hint at keywords that would trigger the hidden content. We even printed T-shirts and business cards to promote Alfred, which we distributed at game events.
