Portfolio

NCsoft, a South Korea-based online computer game company, produces and publishes massive multiplayer online role-playing games including Lineage, Guild Wars and City of Heroes. Centered around an opportunity to leverage executive producer Richard Garriott’s launch to the International Space Station aboard the Russian Soyuz in October 2008, NCsoft sought to build brand awareness while generating social media buzz with the goal of increasing trial downloads and game play of Tabula Rasa.

The campaign was constructed to encourage game play of Tabula Rasa and attract new players.  The campaign leveraged bloggers who were given the opportunity to share their opinions around being immortal, things they couldn’t live without, and what they would leave behind as their legacy as part of their contribution to Operation Immortality.  Additional traffic drivers included media buys on gaming and sci-fi sites, email campaigns and celebrity involvement from American Gladiator’s Matt Morgan, Olympic gold medalist Scott Johnson, TV personality Stephen Colbert and many others.

150,000+

visits to the experience site over 4 weeks

1,200

user-generated messages to the universe

17,000+

poll votes on “Humanities Greatest Achievements”

130,000

mentions on sites

Coverage on numerous media outlets such as CNN, FOX, ABC News, Scientific American, G4TV, Current TV, Kotaku, The Guardian and Fidgit