CASE STUDY: Kingmaker: A Digital Revolution
Provided by UM
Fable III Kingmaker - a massive-scale multiplayer mobile phone game.
What was the Challenge / Background of the Campaign?
For the Xbox launch of Fable III we knew traditional advertising would never be enough. To reach beyond existing Fable fans - both in terms of cut-through weight or consumer engagement - we would need to be bold beyond belief. So, we decided to spark a revolution... literally! A key insight spurred us on: 'the excitement of others is both contagious and intriguing'. Armed with this knowledge, we set out to inspire existing Fable fans to prepare for Fable III. Our battle plan? To make a wider gamer audience aware of this anticipation and get swept up in the new Fable buzz.
What was the Campaign Objective?
A key insight spurred us on: 'the excitement of others is both contagious and intriguing'. Armed with this knowledge, we set out to inspire existing Fable fans to prepare for Fable III.
What was the Solution?
An idea of epic proportions was born. We created Fable III Kingmaker - a massive-scale multiplayer mobile phone game. Utilising a smartphone's Global Positioning System (GPS), Kingmaker was based on a core Fable III theme (overthrow the king) and pitted two factions - Royals & Rebels - in a real world battle for 'Europa'. Our innovation would not just be our unique app, but also the way it was communicated; not just a media channel on a smartphone, but an exciting media platform to reach beyond and actively engage others.
What were the Results?
Over 93,000 players earned over 5 billion gold coins for Fable III. The app entered the iTunes store at No. 13, and maintained 70% active engagement 2 months later. Kingmaker delivered over 20 million social media impressions, garnering an 85% positive score. Within a week of the game's launch, over 600 articles appeared in gaming & lifestyle media about Kingmaker; with the main UK games industry trade publication MCV calling it "Fable's crown jewel". Earned media value was over five times the total program cost.
What were the Key Learnings of this Campaign?
Fable III went straight to No. 1, selling more Xbox copies than same-day-released, license-backed Star Wars and WWE games combined, up 100% on Fable II's first week. In fact, so successful was our campaign, Xbox are planning to repeat the Kingmaker model on future game releases.