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About

About

A campaign for FUNCOM aimed at increasing the number of community member while showcasing key features from the upcomming Secret World game
Published:
THE SECRET WORLD SOCIAL GAME

THE BRIEF

FUNCOM had been working on the FUNCOM game for the last 5 years and the launch date was fast approaching.  The goal was to create a campaign that significantly increase the number of new members of the Secret World community while featuring the player vs player key game pillar as an important part of the campaign.


THE CONCEPT

Build a social game, complete with profile, badges and rewards.  How socially adept players are has a direct impact on the number of troops they have.  The more Facebook friends, the more troops they get to deploy.  The goal is to not only fight for your side, but also race to the top of the leaderboard every week to receive special prizes.

Add some custom missions that are surfaced 2 weeks into the campaign and you have a recipe for an addictive and fun experience.

We set out to build a game that would keep them coming back.  To do that we employed a variety of tactics, from incentives for taking over countries, awarding badges for certain actions.  All of the tactics working together to increase interest and ultimately engagement.
Each country can be taken under control, with the right number of deployed troops
Who needs stinking badges?  Well apparently gamers do.
By sharing propaganda, they accrued more points and chances to earn rewards
 

THE CREATIVE


THE RESULTS

The response to the game from the The Secret World Community was overwhelming.  Not only did the agency meet its 6-figure new signup target but tens of thousands of players generated million of in-game actions.

More granular results available upon request...