Infected Advertising

Background

INFECTED is a first-person shooter game for PlayStation Portable, in which the mission is to rid New York City of zombies. INFECTED has one very unique feature: in head to head mode, gamers can ‘infect’ each other people’s games. The winner’s customised character lives on in the game of whomever they beat, and whomever they beat, and so on. In theory, one gamer could infect the PSP world. The brief was to create awareness and drive sales of INFECTED, as well as drive awareness of the ‘infectious’ feature of the game.