Guitar Hero Smash Hits
Product Launch Site
- 711,399 User-submitted Votes and Counting
Challenge
Guitar Hero titles 1,2 and 3 had made groundbreaking sales, and introduced the world to a whole new type of social game-play—and they had some of the most boss tracks out there. The rub? These titles and tracks were not compatible with the new multi-instrument rig. To plug these popular hits back into gamers’ consoles, Activision created a whole new title: Guitar Hero Smash Hits. Because users had been waiting for these tracks to reappear, Activision didn’t just want to let the cat out of the bag. They wanted to get fanatics involved, and have them vote to determine which setlists would be revealed first.
Solution
This launch came in two phases. Phase one was somewhat of a teaser page that included a module that urged users to vote on the setlists that would be revealed. Through this, we captured important gamer data that could later be used during the launch of phase two. With the launch of the second phase, we worked with Activision’s traditional agency, Crispin Porter + Bogusky, to bring a social vision to life: The 2009 Guitar Hero Smash Hits Music Awards. This was a fun element that allowed GH fans to vote on their favorites songs, riffs, shreds, drumfills and bass licks. The site integrated with Facebook and allowed users to vote, comment and post to their status updates, thus increasing awareness through the popular social network.
Results
It didn’t take long to see that the idea, strategy and implementation were spot on. Within days of its launch members of the Guitar Hero community cast more than 700,000 votes, and an equally impressive number of comments were left on the site and within Facebook. The experience is a testament to the positive effects of social networks in bringing consumers and advocates closer to their favorite brands.
“Their vision and creative leadership has helped our games launch with ease and excitement.”
también @