Battlefield 3, developed by EA Digital Illusions CE (DICE) and to be published by Electronic Arts, is trying to gain some hype by leveraging Facebook. The game already has multiple trailers available, but a new 12-minute one is only being released when the Battlefield Facebook Page receives enough Facebook Likes.
It appears that the trailer was meant to be released tomorrow, but DICE decided to build up its Facebook fan base in the process. The page used to read "Mission: Like the page to help unlock the full trailer and producer's commentary early" but now it says "Mission: Like the page to help unlock the producer's commentary video."
This means the raw trailer has already been unlocked (I've embedded it below) but a second version, with a producer's commentary, will only be unlocked when the page reaches 1 million Likes. It will probably hit that mark before the end of the day.
This is a very smart way to promote your game. It costs you next to nothing and there are long term benefits: even after the mini campaign is over, you have over 1 million Facebook users, who are genuinely interested in your game, at your fingertips.
Battlefield 3 will be released on November 2, 2011 for Windows, the Xbox 360, and the PlayStation 3. The graphics are supposed to be phenomenal, especially on the PC.