I think directly advertising video games is a really bad idea unless you have absolute millions to spend on incredible CGI graphics. I loved the live action / CGI mix approach that Darksiders 2 did, it was emotional, powerful, but ultimately unsuccessful due to the trailers that followed.

Part of that reason was because:

A. the high expectations the game had.

B. the slow falling of expectations as further CGI only trailers revealed Darksiders 2 was really... a second Darksiders without much more entertainment to offer.

C. The advertisement's focused solely on the game. In sales terms, the decision to buy the game rested only on the game itself. If the dev team really embraces the art of war mentality that's being placed in the game, then it goes without saying that having all of your eggs in one basket in terms of advertising is a really, really, really bad idea.

Thus, I suggest that Eternal Crusade does something that nobody would expect to happen from a developer, let alone a massive war simulator. They embrace the idea of peace, freedom, and wellness outside the game, so that more people can enjoy the entertainment you're providing. Make it known that a portion of each faction's item sales goes to a specific ideal by donating money to a worthy cause.

Possible donations could be made to Amnesty International, the Polaris Project, the Red Cross / Red Cresent, RAINN, operation underground railroad (O.U.R).. really, the sky's the limit here.

As the advertisements go, I'd suggest running an ad that's a mix of live action and CGI that would include something like a Night Lord blasting open a door to a previously very emotional scene explaining the horrors of human trafficking that involved victims placed in cages with their guards all around them. The Night Lord kicks in the door, slamming one of the guards against the cage and shielding the victim as the room lights up in a series of flashes. Soon all is quiet as the slain lay strewn across the hovel, and the shot pans back up to the terrifying Night Lord. He turns away and marches from the doorway, leaving the shaking victim alone in the cage, a key ring pressed between the metal frame and the body of the crushed guard.

The last frame's say, "What do you fight for? Take the initiative." as the victim's hand snatches the keys.

Then you can advertise the game itself, explaining that you're not just fighting for your favorite factions, but for worthy causes within them.

Interesting idea you have there.

Well that would certainly be an... unusual approach. Though I don't think Chaos would be the right faction to pick for the "good guy" role.

I don't mind if the devs decide they want to support some charity for their own reasons, but the primary reason to play a game should be for the gameplay. There's nothing wrong with trying to do some good on the side, but whether a game is good is more important than how many whales it saves.