We launched Gears of War 3 with an all-out content blitz. Our strategy was to create shareable digital content that extended the Gears universe and rewarded its fans. We gave the fans what they wanted, from posters to paper crafts to tattoo sheets (samples below), and they kept returning for more.
As the audiences collected and shared the gifts, positive sentiment rose dramatically, and the codes gave a crystal clear view of the community—invaluable lessons for later in the campaign and for future efforts.
