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RIFT
Creating credibility for RIFT, a new video game, against a dominant market leader

RAN IN: United States

CLIENT
Trion Worlds Inc.

David Reid - SVP, Publishing
Pete Arden - Sr. Director, Consumer Experience
Jim Butler - Sr. Director - Global Mktg.

AGENCY
HIGH WIDE & HANDSOME *Lead Agency

John Truscott - President
Garrett Jones - Assoc. Creative Director
Magnus Morgan - Client Services Director
Mike Wolfsohn - CCO


Ignited

Jackson Callaghan - Assoc. Media Director


SUMMARY

In the seven years since World of Warcraft (WoW) launched no challenger had launched a game to successfully stem the category leader's continued increase in players. Our premise was to confront WoW players head on and position RIFT as a credible alternative that demanded their attention. RIFT's launch platform stimulated immediate debate among players and spurred RIFT to reach one million sales faster than any other video game in the category's history, including World of Warcraft itself.

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: Print

Medium Featured On Video: TV, Interactive, Print, Cinema, Packaging,Social media

Audience: New Audience, Men, Brand Influencers, Teens (13-20), Young Men (20-35)

Objectives: Brand launch

Type: Business to Consumer

Classification: Multinational

Language: English