Email was used to make people aware of the game, boost gameplay and encourage peer referral.
A trailer for the game before it was ready to play encouraged people to sign up for email alerts.These alerts helped to maintain their interest in playing the game post-launch.
These registrants were also sent an email with tips on getting started to ensure they weren’t put off by the game’s complexity. Later on, people who had registered but had stopped playing were sent email reminders.
A refer-a-friend system was built into the campaign to allow registrants to send email invites to their friends, asking them to join the game and challenge them.This created a viral effect among the target audience. Most players recommended at least one friend.
“In addition to driving awareness, email was a vital component of the gameplay itself,” says Germaine Choi, regional account director at MRM Worldwide, the agency that handled the campaign. She points to invitations to special downloads and links to exclusive pages that were sent to selected players so they retained interest.
