225% increase of pre-orders
Respawn Entertainment had spent 4 years developing the next big step in multiplayer gaming. It had just won over 75 awards the previous year. Titanfall was about to drop, and we needed to let people share their excitement.
Titanfall is a multiplayer only title. As such we wanted to let fans choose a side and recruit their friends for battle. Upon reaching the site, they were welcomed with one of three videos edited to tell a story about a specific element of the gameplay. They were then asked to align themselves with either the IMC or Militia. then pick from one of three themes, Pilot, Titan, or Team.
Users could then customize their design further with one of four statements.
Once all the choices had been made, the final poster could be downloaded for printing, emailed, or shared via social channels.
All of this brought a 225% rise in pre-orders. Shortly after launch it was announced that over 7 million people had experienced Titanfall.
Digital, Social, UX