To generate hype over the release of the new Play Station 4, Game Trailers created a social campaign that would excite any gamer.
Gamers like to keep score - in the social hub created around the PS4 release, gamers can keep track of how many times a game is mentioned on social media and even increase a game’s score by creating comments - including positive/negative sentiments. Social reach was also measured to see how far your chatter traveled, even giving the posts with the most ReTweets a louder voice in their index.
The social campaign showcased the power of leveraging social channels to increase engagement and build consumer communities that further relationships. Over 500 million comments were scanned each day to compartmentalize buzz around different games. Once those posts were translated into scores, gamers gained voice in an online community setting where they could participate in their favorite way - by keeping score.
Audiences could keep track of games and consoles over time to see how user sentiments changed over time. A console leaderboard was displayed to tell which console is best for different games.
The GDEX campaign garnered a very loud response from audiences. This was the “first-ever” social ranking system for gamers and engagees were ready to play. Over 17 million Tweets were curated to power GDEX with an average of 304 Tweets Per Minute. At its peak during the PS4 announcement, there were 24,176 Tweets Per Minute.
The force stayed strong with gamers, and even non-gamers, since there was a total of 37.7 billion potential social impressions that came out of this campaign. Perhaps one of the most exciting metrics was that 26% of all tweets powering GDEX have been retweeted.
Through this integrated, social approach, GameTrailers experienced high levels of engagement. While these weren’t detailed product reviews, the scoreboard of games and consoles gave gamers a real-time snapshot of attitudes of the gaming community. By producing a place for gamers to find instant news from fellow enthusiasts, Game Trailers connected a tight group of fans.