Best Entertainment Online Ad

Video Game company SEGA ATLUS has long been celebrated for best-selling franchises like Persona and Shin Megami Tensei – both of which are on their fifth mainline entry, and both of which take place in current-day settings. To launch an entirely new franchise, set in a medieval-inspired fantasy world, with a brand-new system of combat and a politically oriented story, was no small feat. There were plenty of new, unknown considerations in the launch of Metaphor: ReFantazio. The launch of this original IP needed a strong ad strategy. ATLUS’ agency Liquid Advertising worked with interactive advertising company Infillion to create an experience designed to encourage users to explore a number of Metaphor: ReFantazio video assets. This created an opportunity for users to learn everything about the new title, from the world to the characters to the magic system and beyond. This self-driven interactive experience allowed for personalization and education all in an attention-guaranteed format. The results speak for themselves: the ad saw 53 seconds time spent (over 50% more than the 30-second minimum), 8.5 average interactions (average is 2.2), and a 100% increase in the typical QR code scan rate for Infillion ads. With this smart campaign strategy, Metaphor: ReFantazio was able to build the momentum to become an instant classic and a Game of the Year contender.

Contributors:

INFILLION

Location: United States