Last week, more than 50,000 people descended on Los Angeles for @E3, the world’s most anticipated games trade show where publishers showcase never-before-seen products and announce new computer, video and mobile titles. At the same time, a much larger and more global community of gamers gathered on Twitter around #E32015, Tweeting about the hottest upcoming releases and their favorite gaming gadgets.
These passionate fans drove a new event record with more than 15 million Tweets about this year’s @E3. How did game publishers tap into this massive conversation to connect their messages with these aficionados? Here are four tips from some of the advertisers that drove the biggest buzz on the show floor and beyond.
1. Build early buzz and own the conversation.
On the Sunday before the show, Bethesda held a showcase debuting gameplay from “Doom,” “Dishonored 2,” and the highly-anticipated “Fallout 4.” Then on the first day of E3, they ran the Promoted Trend #Fallout4 to keep initial buzz growing. By appearing at the top of the day’s Trending Topics during a competitive industry event, the publisher could drive massive awareness and influence fan discussion around the show’s biggest conversation with a playful gif.
2. Align with real-time moments.
During #E3, @NBA2K became one of the most-buzzed-about games, benefitting from the fact that the NBA Finals were taking place simultaneously. The game scored big on engagement with relevant messages that tapped into the conversational spike with passionate basketball fans on Twitter.
3. Tell a dynamic story with Twitter native video.
By sharing behind-the-scenes content from their booth, 2K Games kept fans at home excited.
EA’s “Star Wars: Battlefront” racked up earned media based on a simple call to action paired with native video on Twitter.
Ubisoft used Promoted Video to drive views of its exclusive “Assassin’s Creed” trailer and introduce a new character.
4. Generate demand at the right moment.
Nintendo used a “RT-to-Win” contest to drive tune in to their E3 livestreams.
Reminder: RT specific tweets during Nintendo Treehouse: Live today and you could win a $35 eShop card! pic.twitter.com/nv0PPMQ3xA— Nintendo of America ( @NintendoAmerica) June 18, 2015
Ubisoft also drove registration for their newly-announced title, @ForHonorGame.
For more best practices from the world of gaming, check some of our success stories.
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