#KHonSteam
The Breakthrough
The Origin
Kingdom Hearts has been out for over two decades. However, for the first time it is coming to the Steam platform. The goal was to make sure everyone, from KH fans to general Steam players knew of its release.
The Insights
Trials of Fate
The sweepstakes that started it all. This is where we discovered two elements:
The Power of Autonomy: People desire the ability to affect their fate.
Quantity <= Quality: More is not always better.
The Power of Autonomy: People desire the ability to affect their fate.
Quantity <= Quality: More is not always better.
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Unlocked on Desktop
Play
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Fate's Test
The sequel to Trials of Fate, in pure contest form. Here we learned two elements:
The Power of Structure: Depending on how you structure the entries, along with the prizes, player engagement will vary significantly.
Competition ≠ Buzz: Even though the quality of posts may increase, the motivation to share may be diminished.
The Power of Structure: Depending on how you structure the entries, along with the prizes, player engagement will vary significantly.
Competition ≠ Buzz: Even though the quality of posts may increase, the motivation to share may be diminished.
The Solution
To achieve the equilibrium between quantity and quality, we designed a hybrid contest, mixing the best features of both contest types.
Key elements include:
Key elements include:
Grand Prize
Tutorial Section
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Partnerships
The Lesson
This campaign reinforced a simple truth: Incentive is Key.
In the case of this activation, it's not just what we gave away, it's how we gave it away.
Why should a person engage with your brand? Why should they buy your product? The more answers you can provide for these questions, and the better the answers are, the more likely these actions will happen.
In the case of this activation, it's not just what we gave away, it's how we gave it away.
Why should a person engage with your brand? Why should they buy your product? The more answers you can provide for these questions, and the better the answers are, the more likely these actions will happen.
