We delivered the European launch of Borderlands 2 across social media, engaging and exciting both new and existing Borderlands fans, influential figures and the gaming community at large, as well as driving pre-order sales. We positioned the Borderlands artwork at the heart of the social strategy. A Work Of Art celebrated the style with an interactive, 200-square foot mural of the game and characters, crafted live by leading graffiti artists within 12 hours at the biggest gaming event in Europe. Over 80k attendees watched this huge frieze take shape at Gamescom, while another 100k worldwide joined the livestream. Fans could explore the artwork as sections were complete, access exclusive social content, a live Twitter Q&A with the team, all whilst the massive canvas came to life. After the show, we cut the whole canvas up and gave away to fans via Twitter. This social campaign was an artistic and experiential event, that generated heavy social interaction and demonstrated the power of a unified social approach. Linking the real social world of Gamescom with the virtual social world of gamers around the world everyone could experience A Work Of Art. The concept was implemented in an ownable and innovative way, creating stand-out for the brand amongst gamers and industry. In addition to the near 200k gamers reached in the 12 hour window, over 75 key influencers and bloggers from across Europe attended the live experience and covered our event, reaching an additional 5 million uniques in the following weeks. The campaign also went beyond gamers with coverage on culture, art and music social channels. There were 146 articles published from our activity. The campaign challenged the generic idea of social being about Facebook posts, with rich content across numerous social channels and 10,000's of social comments and engagements, ranging from request for the artwork, appreciation of the soundtrack and Q&As for the team- we generated over 25,000 downloads of SoundCloud music content alone! The single live-stream broadcast generated almost 500,000 viewer minutes - that's almost a whole year of viewing -in just 12 hours! Additional coverage on the day included Playstation TV running a feature on our event, Xbox (UK and US social) both covered the event and Gearbox gave a Twitter Q&A on our live-stream - set in front of the mural creation. Average time on the social site with live stream was over 7 minutes! Specific comments generated as a direct result of the live event on our social channels was 98% positive. Campaign and Borderlands 2 social sentiment was 90% positive/ non-negative. Over 250,000 Twitter entries impressions to win a piece of the Borderlands 2 mural. Post event video content on YouTube has generated over 500,000 views. The campaign exceeded all pre-order Social sales targets set by 2K. It was the most pre-ordered game in 2k history across some EU countries. Our creative, integrated social approach and strong ROI delivered a hugely successful social campaign that has changed the expectations of what can be achieved from fan WOM when you excite and inspire the audience. Winning this category will tell video game brands to think broader when thinking Social.
12 hr timelapse http://www.youtube.com/watch?v=FBwtpLyA7S0 about the project http://www.youtube.com/watch?v=GS5qyHaR88M video case study http://www.youtube.com/watch?v=g2s2gi7QmxA
