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OBJECTIVES
Drive awareness of the new iteration of the franchise. Pure social focus. Be innovative.
STRATEGY
Create the world’s first scripted sitcom for Twitter.
Featuring 4 of the game’s established characters with separate Twitter profiles.
Hire team of Radio 4 comedy writers to create script.
Schedule scripted interactions between characters on Twitter across 2 week period.
Writing team on call during campaign to provide ad libbed responses to audience engagement (within established tone of voice guidelines).
RESULTS
32 million Twitter impressions
38% increase in target audience awareness of game compared to the release of the previous version of the game.
Highlights of campaign included an impromptu Twitter rap battle between a character and a member of the audience.