Agency: FCB West
Client: EA Games: Mass Effect & Star Wars
Delivered: TV spots, online video, print, digital campaign, paid social media posts, geo-targeted rich media units, game play content
MASS EFFECT 3
The first two games in the of Mass Effect trilogy were centered around the main character Commander Shepard and his squad of off beat characters. Year-after-year though we noticed a steady decline in Shepard’s popularity among gamers. In short, he was considered too vanilla to draw mass interest for the third installation of the series. So we created a completely new approach “Take Earth Back” that focused on how fighting for survival would actually feel, and its effect on innocent lives trapped in its warpath.
Big props to the FCB strategy team for helping the client steer away from character art and game mechanics and embracing a new campaign that beat every sales goal set. Below is the 60 second TV spot we launched with.
Before the 60 broke we seeded a series of online videos that teased something big and dark was coming to Earth. If you haven’t played Mass Effect 3 the storyline is very gritty. Basically, alien beings named Reapers come back every thousand years or so and harvest all life in the known universe. Below are a few of teasers we created.
We also created a full digital campaign consisting of banner units, social media content, gameplay trailers and an geo-targeted, rich media units that showed the user’s hometown destroyed by the alien Reapers. See below.
STAR WARS: THE OLD REPUBLIC
Lucas Arts and EA Games teamed up to make the first MMO based in The Old Republic Universe. I absolutely love Star Wars. So when my team got a chance to help launch the game, we went big and turned an entire town into a battleground. It was one of those fun projects that if you embrace the core principles of the product you just know things will go well….maybe too well this time. After the campaign launched the server had hard times keeping up with the flow of new players signing up and almost crashed. Later, their IT department asked if the TV spot could stop running for a bit. Below is the launch TV.
We also created a full digital campaign which consisted of online game content, display units, retargeting units, social media content and game videos. We even created a mini-movie we placed in a rich media unit that got over 2M views. It’s a bit long but fans loved it. See below.