Do something epic. Do something urban. Bring to life the Crysis 2's tagline: 'Be Fast. Be Strong. Be invisible. Be the weapon.'
Collective projected EA's futuristic urban shoot-em-up live and large onto the buildings of London and Paris for fans to play. Our social media team directed fans to events through geo-targeted Facebook updates and shared the experience globally through real-time photo galleries. A video of both nights was released through YouTube and EA channels the following week.
The Live Alien Invasions proved not only successful as street events, but also reached the objective of getting Crysis fans engaged online. Even though venues were only revealed 45 minutes before game play began, the events also attracted substantial crowds. Total views on various YouTube and EA sites is now over 107,000, and the EA client intends to use the activity as a case study of how to create maximum reach and engagement for minimal cost.
Our Crysis 2 campaign scooped a Bronze award from the Lovie Awards in the 'Mobile and Experiemental' category.
The project at a glance
Facts and figures:
Currently Crysis 2 has:
555k Facebook likes
22k Twitter followers
1424 shared count via Facebook.