GEARS OF WAR 2: ONLINE EXPERIENCE
Gears Of War 2: Last Day
The Last Day was a global campaign that delved into Gears of War’s rich narrative featuring an immersive site intertwined with a worldwide treasure hunt. We used a key game mechanic, the search for lost dog tags, as a foundation for the whole campaign. Fans had to find these tags in order to unlock content on the site. They were hidden across globe, with one worked into a comic and the final five placed in the actual game. Clues were distributed from the site, forums, Twitter and Flickr. To further immerse fans, we built the site using the same game engine and assets as the developers.
We incorporated a UGC component that made fans a part of the site. These efforts to put fans into the game kept the site and boards humming till launch day.