For Halloween, we turned email into an actual game of trick-or-treat.
The results were scary good (and we won a lot of awards and broke all kinds of records).
We sent our audience an email featuring a doorbell - and then begged them not to ring it. Some were rewarded with a treat, and we sent them another door.
Others, though, found that ringing the bell had earned the attention of the zombie horde. For them, it was game over and their inboxes were spammed with the living dead.
More than 57,000 played. Some received treats from Dead Rising 3. Those players kept going at a 96.2% clickthrough rate. THE REST WERE TURNED INTO ZOMBIES.
But all of them were excited about the game—Dead Rising 3 quickly became the #1 pre-ordered Xbox One game on Amazon.com.
branded content designed for earned media
Redefining what's possible to create buzz
Reinventing a press release for earned media
Preparing for a global launch
Infographics that changed the conversation
poking gamers with irreverent content
RYSE: Changing marketing strategy
Gearing up social engagement
Personal Excuse Maker built for earned media
Transforming a service into a community