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.
Seattle ADDYs: Gold and Silver, National ADDYs: Silver
Echo award: Bronze, Pulse awards: for CRM and Best in Show
Xbox One: Infographics
XboxLive.com: designed for the fans
Sunset Overdrive: THE CRAZIEST CAMPAIGN EVAH
The Rise of the Tomb Raider: THE WORLD'S HARDEST EMAIL
THE WORLD'S MOST PERSONALIZED CAMPAIGN
Microsoft Surface: Launch
Xbox: Games with Gold Visual ID
Microsoft Surface: A manifesto for doing
Halo 5 Guardians: The Global Puzzle Campaign
Group Health: strategic redesign