By providing incentive to fans with exclusive content and engaging, fun online competitions, engagement was dramatically increased and fan base expanded exponentially. Throwdown Thursdays, in which fans were given a new challenge every Thursday on Facebook for a chance to win exclusive prizes, resulted in a total of 598 comments and 826 “likes”. Some challenges included “the Ultimate King of Fighters 12 Fan”, where fans were to submit photos of all the franchise-related memorabilia they had collected or “Cosplay Contest” where fans were to submit photos of themselves dressed up as characters from the game. The goal to push to rally over 10,000 fans to the page to “unlock” an exclusive developer’s video was reached within weeks. A combination of targeted Facebook ad buys, strategic promotions, contests, community management, and events helped King of Fighters 12 achieve a strong launch in the market.