Marcus Lehto (Halo co-creator & former Bungie Studios creative director) set-up new independent gaming studio V1 Interactive back in 2014, and they were now set to release their first title; Disintegration. A first-person sci-fi shooter, where you take command of a crew of ‘integrated’ robots from the seat of a heavily armed Gravcycle.
With 9 different crews and gravcycles to command, in 5v5 multiplayer mode, and an engaging story mode to immerse yourself, as hero Romer, this unique action shooter was set to make a stand in a very competitive gaming market. They commissioned KPG74 to bring high-level social media and online advertising to their campaign, at independent studio prices.
Carefully edited trailer snippets put together in a carousel with prompts to compel the viewer to swipe through and quickly get a feel of the Disintegration world.
By giving the viewer control of the ad in a fun and engaging way, the user gains an affinity with the game, and has control of the level of engagement with the ad that suits them.
Localised for English, French, Italian, German, Spanish, American, Australian and Russian markets for pre and post launch the carousel was used as a paid format on Instagram.
Facebook’s premier ad offering is the Instant Experience (ex Canvas Ad). A comprehensive mini-website experience that pops-up full-screen on the user’s mobile when tapped from their newsfeed.
Private Division commissioned a 7 stage experience that contained 2 trailers (converted to 9:16) and 2 carousels (originally pitched as Instagram Stories) with lead-in animations.
Localised for English, French, Italian, German, Spanish, American, Australian and Russian markets for pre and post launch the IX was the main promotion for Facebook.
The final online ad suite, was to be short, punchy and concise. Diving straight into a composite (ESRB-safe) 9 second edit of the latest trailer, and ending with a reaffirmation of the campaign strap-line before ending on the key-art and roll-over prompts to attract wandering mouse pointers.
All ads also carried a replay button, and date-change code that automatically changed the call-to-actions from “Learn More” to “Buy Now” post release date. They were Adapted to five sizes and localised for English, French, Italian, German, Spanish, American, Australian and Russian markets.