- EA Games: Harry Potter & the Deathly Hallows the Videogame
- The latest instalment of the Harry Potter franchise from EA was considerably darker in tone compared to the previous games in the series. We were tasked with delivering the digital strategy for the campaign and developing a rich online platform, to build a community of brand advocates. The core of the campaign was about opening up the EA studios to the wider audience so fans could follow the games development process, creating buzz and excitement within the gaming community leading up to the games release.
We started out with a teaser campaign inviting the audience to 'like' the official Facebook fan page to reveal more of an exclusive first image from the game. A ball of light moved around the page revealing a small amount of the image, as the Facebook community grew the ball of light increased in size. Once the image was fully revealed we launched into the full campaign site.
- The homepage of the main campaign site focused on a news feed of all the latest developments from the game and the studio. This was supported by the more traditional product pages such as gallery and video pages, showcasing the latest screen shots of the game as well as videos showing off the game trailers. There was also a game overview section detailing all the in game features for the various platforms, as well as a downloads page giving the fans access to podcasts from the development team as well as desktop wallpapers and IM icons.
- Social media was a big focus of the campaign as it was important to distribute out the content through all the relevant media channels. A component of this was finding brand advocates who could help seed out the newsworthy content within their sphere of influence. We set about creating a YouTube contest channel giving the viewers a chance to become an EA Reporter. The winners were then given access to exclusive content such as promo events and interviews, whilst reporting back to a wider audience.
- The Facebook community was the main hub of the campaign, being the space for fans to discuss their views and opinions on the game. Through weekly status updates we kept consistent communication between the fan community and EA, giving them the latest news from the studio as well as the ability to interact through Q&A's with the development team.
We have grown the community from 0 to well over 100,000 fans, giving us a strong platform to build upon for what will be the last instalment of the Deathly Hallows game.