When video game publisher Electronic Arts set out to promote its new game Dead Space 2, a sequel to its 2008 sci-fi/horror, third-person shooter hit, manufacturers went straight to the people who would give them their best reviews: middle-aged mothers.
When the focus group moms saw footage of the horror game, they had nothing but bad things to say.
"This game is an atrocity," one of the moms said. "I think it'll make a person go insane," said another.
Oh, did I mention the reactions were taped and used for commercials and the promotion of the game?
The ads have since gone viral and proclaim that the game is "revolting," "violent" and "everything you love in a game." But ends with: "Your mom's going to hate it."
Dead Space 2, which follows systems-engineer-turned-action-hero Isaac Clarke, offers as intense a ride as the original, fraught with ultra-violent attacks, grotesque projectile vomiting and enough creepy lighting and sound-effect tricks to keep you on the edge of your seat.
Isaac, still haunted by the horrifying events on the USG Ishimura three years earlier, begins his next installment by waking up in an asylum on the Sprawl, a huge space station orbiting Saturn. He's slowly going insane - and that story line plays out through the game.
Isaac's skills as a systems engineer remain in need as he's forced to fix his way through the station. But when faced with the game's monsters, he comfortably slips back into the action-hero role as he sets out to destroy the Marker, the idol responsible for the reanimated monsters.
Like a good horror flick, "Dead Space 2" is best enjoyed in the dark with your heart racing a few beats-per-minute above normal. It's fast-paced, it's scary and, yes, your mom will most definitely hate it.
The game, which includes a multiplayer mode, is available for the Xbox 360, Playstation 3, and PC.