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Babel Goes Viral For 'Robot Wars: Extreme Destruction' Website

by Rainier on Dec. 3, 2002 @ 8:19 p.m. PST

Games outsourcing specialist Babel Media has designed and built the product website for BBC Multimedia's Robot Wars - Extreme Destruction videogames. The company will also manage viral marketing activity aimed at gamers and fans of the TV show.

Check the official Robot Wars web site

Based on Robot Wars, the hugely popular TV programme that is watched in 27 countries worldwide, the games embody all the mayhem and lunacy of the show. The games, in stores now, can be played on Xbox, PC and Game Boy Advance.

Visitors to the website will be able to access exclusive features such as, downloads, gaming tips, cheats, screenshots and an exclusive competition. They will also be able to check out the profiles of their favourite robots featured in the game such as Matilda, Shunt and Dead Metal.

In addition, there are interviews with games developers Climax, who worked on the Xbox and PC games, and Warthog, who developed the Game Boy Advance version.

Liz Reynolds, BBC Multimedia's Marketing Manager, said: "Online promotion is an essential part of our marketing mix. Not only does this web site, coupled with the viral activity, help us build awareness of the product, but it also allows us to build a community of Robot Wars gamers, and create a dialogue with them now, which we can continue in the future."

Babel is also managing a viral marketing campaign that will encourage fans to enter the site's competition and interact with BBC Multimedia and each other as much as possible. The campaign to drive traffic to the site will spread beyond the boundaries of this fan base by targeting gaming, sci-fi and lifestyle chat rooms and forums.

"Robot Wars is a very successful brand, and Robot Wars - Extreme Destruction is a great game. We've built and designed a lively website that should appeal to its many fans and created an online campaign that encourages interactivity at all levels," said Anthony McGaw, Chief Operating Officer at Babel Media.

The news caps a great year for Babel's design team. Successes in 2002 include the building and designing of the Stuntman website, the company's first foray into TV commercials for Neverwinter Nights and a European trailer for Civilization 3.

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