Killzone 2: World Wide War

Sony Computer Entertainment recently released Killzone 2 on Playstation 3, and has been using quite an original way to promote this First Person Shooter videogame. Considering that Killzone scenario are more or less about repelling total invasion by enemies (Helghast forces), Sony brought this scheme online, with a dedicated webgame.

You can register on the killzonewebgame page, install a Killzone toolbar on your browser and be ready to fight ! While you are browsing the internet, you may get under attack at any time, if you decide to engage the fight, Helghast forces appear in your window. Basically, you then need to get rid of them.

Enemies seem to have more chances to appear while you are surfing on large audience sites such as Youtube or Facebook.
You can choose to play solo, or you can create or join a squad. The experience is then even more intense. If a member of your team is under attack and you accept to join the fight, you will be transported straight to his battle.
That is cleverly done, as the multiplayer component is a key part of Killzone2.
Another impressive point is the way the application is interacting with your web page. During the fight, blood spatters or bullets impacts are well integrated on the page design, and if you shoot at red objects (let say Youtube logo for instance), some will blow up.
This campaign is relevant, innovative, and certainly talks to gamers. I especially appreciate the way it breaks the lines, and manages to create its own territory of expression. Plus the use of advanced technologies is a mean for its purpose, not an aim.
Note that Killzone 2 has been developed by Guerilla Games and already got top review scores by specialized publications, and Agency Republic made the webgame.