Best Entertainment Online Video

Ayzenberg, with Insomniac Games, twofifteenmccann, and Wirewax, set out to socially amplify the over-the-top live-action Sunset Overdrive trailer created by twofifteenmccann.

We played up the creative theme and tone of the game to ramp up engagement around this new title. Working directly with Brandon Winfrey, Sunset Overdrive's community manager and foremost YouTube personality, we created over 15 minutes of interactive video content.

Fans were able to explore this stash of hidden goods by clicking on interactive graphics within the video, digging as deeply as they dared. Those who dug the deepest found themselves rewarded with downloadable wallpapers, videos, and other awesome prizes. Posts on Xbox's Twitter and Tumblr channels drove views to the game’s hub.

The interactive trailer shattered industry standards with a 211% interaction rate (57x the industry average of 6.7%) and an incredible 84% retention rate at 30 seconds. Even after three and a half minutes, 52% of viewers were still clicking.

Contributors:

Marcom Director:	Lisa Tiedt
Senior Marcom Manager:	Beth FitzGibbon
Marcom Manager:	Kate Fisher
Group Marcom Manager:	Julie Lowe
VP, Strategy & Integration:	Justin Hills
VP, Digital Director:	Steve Bastien
VP, Creative Director:	Matt Bretz
Chief Creative Officer:	Scott Duchon
Associate Creative Driector:	Neil Bruce
Associate Director:	Tor Weeks

AYZENBERG GROUP

Location: United States