To use one of your examples, if I saw an ad titled "PLAYERS SAY FREE ONLINE GAME IS BETTER THAN SEX", I'd probably walk in the other direction. I definitely wouldn't click it from work, since who knows what kind of "game" is being plugged there.

We're aiming at a highly literate and creative crowd. I don't think excessive sensationalism will speak to them. I think it would (unfortunately, really) work great for a different product, but I think the people most vulnerable to tricks like that are not the people we'll retain a month or two down the line.

Angles I do think have promise somewhere:
Nostalgia/Retro: A lot of people played MUDs (briefly or serially) a decade ago. Time gilds memories. Plug us as the heir apparent to the big commercial attempts of that era-- content-wise, we blow them away on account of longevity. Think of all the people who run emulators for 80's video games.

It's like _________! Only Better.: Find people who know another type of game well, like D&D or Magic or whatever. Explain why CF is just like that, only with the bad parts replaced by more better parts. Customize your ad to that one game, and infiltrate their fan sites, etc. with testimonials.

Elitism/Boutique: Basically, our game has layers of depth and individual attention that MMORPGs don't try to provide. You aren't mobbed by "Kewl d00d" people. You have a realistic chance of being a bigwig, or having custom content (quests, etc.) created around you. Here, you're aiming for the people who think their commercial gaming options are fluff.

No Money Down!: Not only are we free, but you can log on from any computer. No software to install, no digging for your credit card, no upgrading your video card yet again, no disclosing your private information. Simple. Just log in and go. You're playing within a minute of clicking.

valguarnera@carrionfields.com