EA tasked us with expanding the potential audience for Dead Space 2. As one might expect, the market for games that scare the hell out of you is relatively small, so we needed to serve up the game in a way that would break through and appeal to a broader audience.The answer: your mom. All human beings have been subject to parental disapproval. So we showed over 200 moms the game, filmed their reactions, and distributed the resulting videos using broadcast and social media. The campaign has generated an incredible amount of conversation about the game, appearing in news outlets ranging from Salon.com to New York Magazine. The YouTube channel alone has had over 2MM views, consumers are actively generating content around the concept, and the campaign even received an unprompted salute from the writers at Adult Swim just before a one-hour Family Guy special.