The Evil Call
What happens when you get an unexpected call from a horror game? Do you answer it?
Bethesda Software looked to book ad space. What they received was a disruptive online experience, The Evil Call.
Once an ad was interacted with, a phone call from with the house of evil appears on the users mobile. A distressed plea from inside the house of horrors. A prequel to the game itself.
The app was shared to over 200,000 people worldwide with an open rate of 28%.
IAB site of the week.
