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EA Delivers the Best Viral Ad Campaign Ever

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Next week, Dead Space 2 -- Electronic Arts' second entry in its successful survival horror series -- will be released on the PlayStation 3, Xbox 360, and Windows systems. In between mini-games and deep space puzzles, the game boasts extreme graphic violence and overly gruesome deaths. When players aren't falling out of their seats from the heart-stopping scares, they're severing limbs with a plasma cutter or impaling an enemy onto the other side of the room.

In short, it looks like a lot of fun.

But EA isn't simply relying on dismemberment to draw in young players. The game publisher launched what could be the most effective viral ad campaign in the history of video games.

Knowing that "a mom's disapproval has always been an accurate barometer of what is cool," EA subjected 200 middle-aged mothers to Dead Space 2's horrifically intense gameplay and recorded their reactions. Featured on the site, their responses range from dropped jaws, shielded eyes, and welling tears. "Why would they even make something like this?" asks one woman.

Though it does elicit some sympathy from the viewer -- amidst the giggles -- the ad proves beyond a shadow of a doubt that this game is something you'll love and your mother will despise.

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