Central to our concept was the idea of leveraging context or signal. Gamers like every other online audience are bombarded with more and more information on a daily basis. We attacked this issue with several layers of solutions.
Our first layer involved tagging all incoming content, whether a tweet, FB post, youtube video or post with certain metadata. Rather than hide that metadata, we would calculate the most popular ones and surface those to the user. Through the experience, the users had the option of deep-diving more into a particular thematic by exploring our topic pages (topic pages gathered the various content and assets tagged with a particular topic).
Our second layer involved leveraging infographics and various data visualization technique to help group information together and provide a visual brief.
Lastly, our third layer involved treating the brand like a luxury brand. This creatively translated to making hard decisions about what needed to be displayed and how much.
All the while keeping them engaged by gamifying participation and completion of missions.