Assassination simulator Hitman has delved deep into its history of nutty marketing campaigns, now giving fans the chance to vote for the execution of iconic movie bad guys Gary Busey or Gary Cole.
The ‘Choose Your Hit’ campaign puts fans of the dark humour-driven assassination series in the driving seat, delivering political-style ads all to decide which Gary gets killed in the game.
The content, delivered by Omelet, much like the game, will be released episodically to generate buzz throughout Hitman’s release schedule. Fans can vote for their targets via the microsite and on social media networks using specific hashtags.
The series kicked off last week with each villain making their case. First up was Gary Busey.
Followed by Gary Cole.
Earlier today (Monday 5 April) the duo continued making the case.
Clemente Bornacelli, Omelet creative director, said: “The game is all about options and choice, so we wanted to bring that into the campaign by letting fans choose which Gary to kill.
“We love working with Square Enix, and the opportunity to use advertising as a way for fans to change the video game was unique and exciting.”
Jimmy Barker, Omelet senior copywriter, said: "Agent 47 is the greatest contract killer in gaming, and he only goes after elite targets. So we put a fun twist on that premise by having these well-known pop culture figures competing for the honor of being killed by the best of the best.
On his inclusion in the campaign, Gary Cole said: “This is stupid. This whole press release is dumb. Go watch the videos. Vote for me.”
Gary Busey on the other hand exclaimed: “Who are you? Get out of my house!”
The irreverent series is being shared on Hitman’s Facebook , Twitter and YouTube accounts.
It follows activity which presented viewers with branching paths to assassinate the notorious Wolfshark in a live action rendition of Agent 47.