Video game shocks mothers in focus group! | Adweek Video game shocks mothers in focus group! | Adweek
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Video game shocks mothers in focus group!

Dead-space-2

"A mom's disapproval has always been an accurate barometer of what is cool." That's the premise behind Electronic Arts's new marketing campaign for the carnage-packed video game Dead Space 2. The game's promoters brought 200 mothers into a focus-group testing center and subjected them to the game's goriest footage. The result is about what you'd expect, with much kvetching about "Who would make such a thing?" The notable exception is the mom below, who seems to have a good time and helps soften the exploitative vibe of the campaign. Want to get your mom in on the fun? EA is hosting a giveaway whose entry requirement is that you show your mom footage of Dead Space 2 and tweet her reaction with the hashtag #mymomhatesdeadspace2. More clips after the jump, including one that features something truly scary: a mom who can't tell Saturn from Earth. Via Kotaku. UPDATE: Draftfcb in San Francisco is the agency behind the campaign.

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