The value of a rich user experience: Metia's interactive campaign achieves dramatic results for EA

Electronic Arts (EA) distributes some of the most popular computer games in the world. From Medal of Honor to the Sims series, it's a brand associated with big budget, innovative action games. Mass Effect is one of its top selling titles and when the company launched Mass Effect 2 it wanted to create a massive buzz with a digital campaign that highlighted the game's ground-breaking, interactive drama.

EA's media agency Mediacom worked with Metia to answer the call, with an ad-served, expandable banner and embedded microsite streaming nearly a gigabyte of content. Metia's use of technology created a rich user experience, transporting viewers beyond the realms of traditional banner advertising. In addition to generating impressive metrics, the campaign generated great word of mouth, with recommendations to buy the game. One post on Twitter said: "I can't believe it. I've just gone and bought something because of an ad.

Category:

Science & Technology

Tags:

• mass effect 2
• ea games
• ea
• games
• electronic arts
• gaming
• microsoft
• silverlight
• digital
• online
• banner
• rich media