Affinitive (http://www.beaffinitive.com), a pioneer and leader in word-of-mouth (WOM) and social media marketing and technology solutions, announces the launch of a new, nontraditional and highly innovative marketing program that leverages social media and WOM tactics to support the release of the second and third installments of NAMCO BANDAI Games America Inc.'s .hack//G.U. trilogy.

Part "game-within-a-game", part branded social network, "The World" (http://www.altimitcorp.com) empowers video game enthusiasts who have "pledged membership" to "The World" to turn their passion into evangelism and to virally spread brand awareness, enthusiasm and buzz among their peers in support the game's fall release.

Drawing upon the RPG (role-playing game) format and the varied fantastical themes of .hack//G.U., Affinitive engages .hack fans through the development and execution of an unconventional online program that functions as its own game, immediately bringing interested brand fanatics into "The World," an alternate reality where members are challenged to complete a series of activities (called "missions") that are crucial both for survival within the fictional "World" and for uncovering this alternate reality's embedded secrets, from which members earn points redeemable for rewards.

Incorporating activities closely tied to the .hack//G.U. storyline, Affinitive's program has spurred massive participation that has spilled to locations outside of the community, such as YouTube, IGN, Gamespot, MySpace, and FanFiction.net.

According to Affinitive's Founder and President, Bob Troia, "Video game fans are some of the most passionate, media-savvy, yet hard-to-reach consumers out there as the marketing landscape continues to fragment. The success of 'The World' has shown that consumers want to be engaged and not just marketed at. For NBGA, this has resulted in immense online and offline word-of-mouth, top-of-mind awareness and excitement, leading up to .hack//G.U.'s release. It's been a win-win experience for both the fans and the brand."

Aaron Krause, Associate Product Marketing Manager on the .hack//G.U. trilogy, adds, "The program has been a great way to engage both hardcore fans of .hack and new fans alike. In fact, we were able to track a spike in sales directly correlated with program activities. In addition to the economic benefits, the program has provided an excellent source of official information for fans. The entire experience has been fantastic from end to end."