THQ

We developed this entertaining, content-rich social media campaign in conjunction with the launch campaign for THQ's MX vs. ATV Reflex. Radarworks created a persona, Johnny Dunham Jr., a 40-year-old redneck and aspiring Motocross star from Louisiana, as an anti-spokesman for the game. He promoted the game's release and educated the audience by railing against its features on his blog, through social media sites, and on sites with related content. Johnny responded to participants in real time with a personality that was over the top—full of bravado and delusion. Launched to coincide with the game demo release, Johnny's world included a series of online videos, www.JohnnyHatesReflex.com, pages on Facebook, Twitter, MySpace, and YouTube, and various media and public appearances.

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