EA Dante’s Inferno: Ascii Art
Every page on the Internet has a “Page Source” view where you can view the actual source code that makes it work. It is the netherworld of the Internet and historically was untouched by advertisers and marketers.
In the final week leading up to game launch, we embedded ASCII art of six different game characters within the source code of 10 online media partners. Users who uncovered the art found a keyword and URL hidden within, driving them to a site where they learned of six total keywords needed to unlock exclusive downloadable content from Dante’s Inferno.
The ensuing popularity of the treasure hunt, which caused a brief crash in the website, was met with equal fervor from industry media and web design aficionados.
The hidden passwords were entered at HellisNigh.com. Entering all 6 yielded a downloaded prize.
Exclusive posters were included in the download prize amongst concept art and the OST.
