EA’s new launch title IP from the ground up with trailers, broadcast, and story building content to ignite interest in shooter fans.
The Challenge
EA’s new launch title IP from the ground up with trailers, broadcast, and story building content to ignite interest in shooter fans.
E3 2013 – The campaign kicks off at the Microsoft press conference, and Titanfall goes global with a strong community push to core players.
At the VGAs, later that year, we created the “Hammond Robotics” story content. We took the opportunity to expand the universe and tease the depth of the story during the early part of the campaign. It was the largest online engagement for Titanfall since its launch, with 1.1 million live-stream views and over 3 million additional views.
Continuing the momentum, our gameplay trailer emphasized the new frontier of vertical combat, while our live-action TV spot targeted the mass market interested in purchasing an Xbox One. Between all three, we put Titanfall on the map – big time – making it the #1 selling game of 2014.
Of course, every great sales team wants to demonstrate their products. The Stryder spec video allowed the audience to glimpse the weapons and maneuver tests with a live feed to the testing ground. Unfortunately, on the frontier, anything is possible, and this test was interrupted by militia who were immediately dealt with. Nothing like a real battle test on top of it all!
We took the opportunity to expand the universe and tease the depth of the story during the early part of the campaign. It was the most significant online engagement for Titanfall since its launch, with 1.1 million live-stream views and over 3 million additional views. The Titan spec videos were supported by a real-world dial-in campaign element that gave gamers a direct line to the Hammond Robotics sales center. Players were greeted with a recorded message that gave them additional information about the game and easter eggs perfect for fans interested enough to call a 1-800 number.
Continuing the momentum, our gameplay trailer emphasized the new frontier of vertical combat, while our live-action TV spot targeted the mass market interested in purchasing an Xbox One. Between all three, we put Titanfall on the map – big time – making it the #1 selling game of 2014.
