Project Main Details
For the launch of Borderlands 2, 2K Games needed a social campaign worthy of their genre-defying, award winning video game series.
To reach a goal of 1 million fans on Facebook, we established a detailed timeline. One that synced up with pre and post launch events including contests, app and DLC releases, ensuring an impactful and cohesive campaign.
The on-line community responded with thousands of likes, comments and shares across a multitude of social platforms.
To further engage and entertain fans, we created a slew of distinctive, custom Facebook applications and contests.
The Clap-Trap Papercraft contest enabled users to print, create and submit photos of their favorite little robot in real-world scenarios. The top ranked photographs were voted on, and the winning fans received some serious loot for their efforts, unlocking shift codes, character class modifiers and new weapons.
The Doomsday Confession Generator App and Clap-Traps Love Machine App used a unique approach to tie in-game content with social media. The apps enabled users to generate an array of hilarious e-Cards. Fans were rewarded with a Golden Key, which unlocked special chests full of rare gear.
During the calendar year, we deployed unique images and assets for each major holiday, special event or new DLC release. For Halloween, Clap-Trap donned his best costume and invited fans to submit chilling photos of their very own.
The Borderlands Facebook page exploded with over 900,000 new fans, shattering the one million fan goal. Our contests and sweepstakes garnered over 40,000 entries, and our apps had over 350,000 visits leading to 130,000 shares. 80 pieces of unique content spawned hundreds of thousands of likes and shares on Facebook. This groundswell of support helped Borderlands 2 to become the highest selling 2K Games title ever.
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