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.
Designing for tabletop Games is rad
Showing user data to drive re-engagement
Creating the "just do it" of thrift stores
Creating a Visual ID for a global subscription
Turning a campaign into global brand presence
Branding the global launch of Xbox One
Reinventing a press release for earned media
Infographics that changed the conversation
Redefining what's possible to create buzz
Transforming a service into a community