Marketing with Unique Video Footage

Firefox compatible.

Client: Sony Computer Entertainment America
Creative Agency: Zugara, Inc.

The SOCOM 3: U.S. Navy SEALs official game site features some new and innovative marketing tools. For starters, the SOCOM 3 site relies on the use of an enormous amount of video footage that was produced and shot on-set by Zugara with real Navy SEALs. The site also features authentic Navy SEAL commentary and interviews to add to the SOCOM 3 site experience. In addition, to further involve the consumer with the site and create a game-like atmosphere, Zugara utilized AOL Instant Messenger and an Interactive Voice Recording (IVR). Both technologies were used to provide codes and unlocks for the site. There's direct information on the SOCOM 3 site with screenshots, video, etc. for the casual consumer that can be found under the Armory, Mission Log and Recon section. In addition, for the gaming consumer (and Socom fan) there's a submersive Navy SEAL experience that the gamer can take via the mission based training section of the site. In this instance, you have a choice to take both the red pill and the blue pill.)

The live action video on the site presented us with our biggest challenge. We're continually trying to push the envelope with the quality of the videos we can stream to the consumer, while also considering bandwidth and loading times. From a creative and technical point of view, the game on the SOCOM 3 site was probably one of our biggest challenges yet. While on the SOCOM 3 set we were able to gain access to an actual Army bunker, so we had to map out the game on the fly. Next, we had to shoot the game in a first person perspective with all the variables the game would require. Finally, creating the game using video presented the biggest technical hurdle in terms of streaming video and flash programming. Those terrorists you see in the game are actually Zugara employees that we shot on green screen and digitized into the game. Quite an interesting yet fun experience.
-- Matthew Szymczyk, Zugara, Inc.

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This was a unique piece of work. Good use of FLASH without being overly gratuitous, although the blue graph buildup to the actual interactive portions took a little long for my liking.

There was excellent incorporation of live video elements (once I found them) and authentic action. Even with my broadband connection, sound and video were a little jittery. Interface elements and simulated gaming experience is a great draw for the gaming community. These were well placed from a creative point of view, but as for usability, they aren't exactly intuitive. 

Took me some time to realize that I needed to drag down icons to Data Drive Section in order to view. Those videos of real SEALS discussing the game were an excellent addition, although the streaming was a little jerky, again.

Overall, this is an excellent recruiting tool for the SEALS in addition to being a great showpiece for the game itself. Most game sites allow the showing of a simple demo and not this very immersing simulated game experience.

I applaud Zugara for this effort, and I understand the difficulties encountered in terms of bandwidth and load times.

I expect this game will sell very well, and I expect this site will be a contributor to that. A quick glance of the message board section suggests it is already very popular.
-- Dave Wilkie, creative director, Kinetic Results, LLC 

Aesthetically, Zugra's SOCOM 3 homepage is a hit. The layout, tone and sound effects succeed in pulling users into the mysterious world of U.S. Special Forces. I also like the way many site assets (IM icons, game maps, etc) are "locked" until the user somehow "unlocks" them. The process of unlocking assets forces users to go back and re-watch videos, re-read game info and otherwise spend more time with the brand. I could see how this would rub some users the wrong way, but it's perfect for the legion of SOCOM fanatics created by previous releases in the franchise.
 
My only issue with the SOCOM 3 site was navigation. I commend any design team for pushing the boundaries of site navigation, but it's hard to get by when it's not intuitive.
-- Mario Sgambelluri, managing editor, iMedia Communications, Inc.