Goal: Generate some serious buzz around the release of Warner Bros.’ killer video game, Mortal Kombat 11.
Solution: A year-long console advertising campaign with efficient audience targeted media, custom avatar items and integrations into Xbox exclusive shows, and high impact takeovers.
Results: The campaign reached over 80 million fans and delivered 10X ROI between the Xbox solutions and social integrations.
In the battle for gamers’ attention, WB Games turned to Verizon Media to deliver a striking combo move of media activations starting months ahead of its Mortal Kombat 11 launch. The campaign used a broad portfolio of Xbox solutions starting with the MK11 announcement livestream, with experiences designed to drive buzz and sales both before and after the game launch.
The marketing plan was as strategically calculated as a Scorpion spear attack. WB Games worked with Xbox to build a custom Xbox landing experience with a video gallery, avatar items, and click to buy navigation. It also promoted an Xbox Sessions episode with French Montana playing MK11 that was streamed on Xbox, Twitch, and other social sites. The campaign also integrated within Inside Xbox during the week of launch and during E3. Through Xbox roadblocks, custom audience targeting, and the first ever Mixer takeover, the MK11 campaign was designed for maximum full funnel impact.
Overall, the decision to attack early and often with smart media placements and eye-popping creative generated 10X ROI and kept Mortal Kombat at the top of the charts.