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ANDY Awards

Creative Award
New York, United States
ESPN Videogames / Sega - "Beta-7 / This is My Story" by ANDY Awards 2004

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TitleBeta-7 / This is My Story
Agency
Campaign Beta-7 - ESPN Videogames / Sega
Advertiser Sega
Brand ESPN Videogames / Sega
PostedApril 2004
Business Sector Computer Software & Multimedia Productions
Media Type Case Study
Length
Market United States
AI Description The ad titled "Beta-7 / This is My Story" by Sega and Wieden + Kennedy showcases a viral marketing campaign for the ESPN NFL Football game launched in 2003. The narrative follows a beta tester named Beta7, who experiences mysterious blackouts and tackles triggered by the game's Crash Cam feature. The campaign is depicted as a live, interactive experience using multiple media outlets—websites, blogs, videos, newspapers, and voicemail—to spread the story. The ad employs a serious tone highlighting themes of conspiracy and deception. The production uses dramatic music, footage of the game's controversial features, and user-generated content to engage audiences. The message is enhanced through fake fan websites and planted news articles to create an illusion of real-life consequences tied to the game.
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