EA takes over Waterloo for Battlefield 3 launch

EA Games has launched a complete takeover of Primesight's outdoor sites at Waterloo station to promote the launch of Battlefield 3, one of its biggest game releases this year.

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The creative canvas includes 15 Primesight locations, featuring 18 panels. Different creative executions have been used to create 'Battle of Waterloo' scenes around the station.

People are encouraged to download content to their mobile phones, and a free wireless network covering a 250-metre radius has been set up to make this easier.

Downloads can be triggered by QR codes on the posters as well as Near Field Communication technology.

The deal was brokered by MediaCom and specialist outdoor agency Kinetic. Angelfire Creative created the ads with art direction by John Gilbery.

Naren Patel, chief executive of Primesight, said: "This is a campaign execution on an impressive scale. We wanted to book an outdoor opportunity which was unique and exciting, not only in scale but in enhanced user engagement, to match the anticipation of the game launch."

Kevin Flynn, senior product manager at EA Games, said: "The Primesight Waterloo domination allowed us to make the right statement at the right time."

Follow Sara Kimberley on Twitter @SaraKimberley

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