GUITAR HERO PORTAL
guitarhero.com
THE BRIEF
The brief from Activision was clear-cut. In Guitar Hero they had a monster franchise that was only going to get bigger. The ask was two-fold. First how could they consolidate what had been till then a series of flash web experiences under one roof. A roof that could accomodate as of yet unannounced titles. Second with their newest and biggest title fast approaching, how could they communicate to new and old friends, Guitar Hero's 5 biggest selling features, an unrivaled music selection, innovative play and oh yeah music. Oh and for good measure Activision asked us to integrate their newest branded store.
THE APPROACH
We took a page out of the car industry, creating a hub to archive all previous title and feature new and upcoming titles. Next we infused that hub with both music and conversation throughout.
THE FOUNDATION
We establish some key pillars during the foundational phase. They were culture, music and competition. Each page / section in some way had to account for those dimensions in varying priority. The landing page put both music and culture (and the conversation around culture) front and center. In addition to going away from Flash to built a faster experience, we strove to iterate content accross section vs silo them.
THE PROOF
THE RESULTS
50% rise in site registrations
500% increase in video engagement
First Game related Facebook fan page to hit one million fans
And that's just the first 3 achievements.
