Electronic Arts is developing quite a reputation for its promotional campaigns the last few years as both inventive and controversial -- the Dante's Inferno religious protests being the first that comes to mind.
They've done it again with Dead Space 2 -- rather than just going the traditional trailer after trailer and ad after ad route, they decided to turn focus group testing into a campaign in and of itself, bringing in over 200 mothers from "the heart of conservative America" and documenting their reactions to in-game footage.
The result is some of the most exciting and interesting promotional material we've come across -- no hyperbole necessary.
Below are a couple of our favourite videos. You can check out all of the footage via either source link at the bottom. If you'd like to feature your own mom in the campaign, check this video for details.