Clubhouse Studios - Equilibrium
Our transmedia iOS game ‘Equilibrium’ released worldwide this week. It’s worth checking out as theres a few things in it that are world firsts for mobile gaming. The marketing side of it is also really unique and equally worthy of a case study in itself (in my opinion).
What’s the gist?
Charles Mullock; brilliant scientist, disturbed genius has gone rogue and is planning to bring an end to the world by forming an army capable of unleashing the destructive power of Antimatter. His former research colleague Isla Gideon is humanity’s only hope. She’s discovered his plans and launched a gallant attempt to stop him.
What’s interesting about the game?
Beautiful graphics and hauntingly detailed sound design
A globally-connected real time battle:
Players’ scores are aggregated into their team’s overall power, making you part of a unique global battle that plays out in real time
Unique Twitter campaign integration:
A mobile gaming first! Equilibrium’s live narrative unfolds on Twitter and is influenced by players activity. Thanks to a series of automated bots looking for key phrases and score data, players can even receive personalised feedback from their team leader in the real world!!
The game’s visuals, sound and content all change to reflect the player’s choice of team
ARG-style transmedia storytelling:
For those wanting to delve a little deeper, a rich backstory can be discovered across audio blogs, Instagram and more; dynamically woven into the fabric of the game itself
How did we market it?
Because the game is unique in that the characters can communicate with players within the game and also the real world, we used this as the basis for our PR campaign. We targeted well-known gaming and entertainment press with personalised plea sites from one of the game’s characters (the goody). The messages asked for their help whilst explaining the game’s backstory, and delivered press pack material in an engaging way that followed the game’s narrative. High-profile twitter celebrities were also targeted with requests for retweets in a similar fashion, with all comms driving through to the game’s itunes page.
Example Twitter Plea here
Example of the detail we went to for each character’s backstory here