The challenge? Build pre-launch engagement around a hot new edition of a fan-favorite game.
The solution? A threshold promotion — asking participants to engage in a certain number of actions to activate incentives. It was the perfect answer for Assassin’s Creed III:
- “Threshold” strategies work extremely well with exclusive content offers – scenes/clips, behind-the-scenes video, gameplay upgrades and so on
- Can gather metrics by being designed to offer alternate paths that indicate the user’s preferences and interests
- In the case of Assassin’s Creed III, a rabid fan base coveted exclusive pre-release gameplay footage. So we rewarded them for “joining together” – once they and friends contributed to a total of 3,000,000 tweets, shares and follows, new content was released!