Creativity

John McClane: Bare Knuckle Brawl

It's been over a decade since Die Hard hero John McClane uttered the famous refrain of 'Yippie ki Yay", but with Live Free or Die Hard invading theaters on

Published on Jun 19, 2007

Editor's Pick

It's been over a decade since Die Hard hero John McClane uttered the famous refrain of 'Yippie ki Yay", but with Live Free or Die Hard invading theaters on June 27th, Bruce Willis is finally returning in all his one-liner-abusing glory.



To celebrate the fourth film in the franchise and perhaps catch up on some of the marketing innovation that has emerged within this span of time, the folks at 20th Century Fox employed Thinkjam (along with Moxie Interactive for digital media planning) to build an action-packed online presence for Live Free. The London agency in turn not only filled the site up with requisite goodies like trailers, wallpapers and MySpace links, but a series of advergames, some of which play off actual scenes in the film.



One example is "John McClane's Bare Knuckle Brawl," created by New York-based Arkadium. After players train and learn moves in order to square off with the terrorists, level 1 kicks off in a notorious hacker's apartment. With a few quick mouse holds, clicks and drags (no keyboard necessary), players can trigger their McClane likeness to bob, weave and engage in hand-to-hand combat with his foes. "Bare Knuckle Brawl" also has the added bonus of being Wii-compatible, which comes in handy when your PC activity is being monitored by a supervisor at work.



It might just be a small part of the Live Free marketing machine, but a "Brawl" like this, with old-school graphics in tow, provides a welcome throwback and a fun little buildup to McClane's next explosion-filled adventure.

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About

Credits

Date
Jun 19, 2007
Project Manager:
Kara Garrigan
Lead Designer:
Simon Kono
Agency:
Moxie Interactive
Production Company:
Arkadium
Client:
Live Free or Die Hard

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