EA going on offensive with Battlefield 3 marketing

EA has said it's going on the "offense" in regards to its marketing on Battlefield 3, saying that it kicked off its campaign early to establish a "beachhead."

"With Battlefield 3, we believe that we have superior technology and gameplay. The gaming press validated this at GDC with a slew of accolades. We just need for everyone else in the mainstream to know that too," the game's senior director of marketing, Lincoln Hirshberger told IG.

"Last year, Battlefield Bad Company 2 earned better scores than the competition but, because Battlefield released in March, a lot of the mainstream Holiday hit buyers just weren’t aware that Battlefield was the better game. This year, we’re playing offense by launching Battlefield 3 in the holiday and we’re starting to get the word out early by kicking off our campaign to the mass market.

"We decided to go big early in order to establish a beachhead with a larger audience and so far the results have been fantastic."

He added that the campaign will go across various areas including retail, community and social.

Battlefield 3 launches this fall for PS3, 360 and PC.