Fable 3 Kingmaker // Xbox
To launch the highly anticipated Xbox game Fable III we came up with the idea of creating a mobile gaming app that allowed gamers to take sides and play a territory-grabbing game in the real world using the geolocation technology in their smartphones. We rewarded them for taking territory and finding hidden treasure with gold coins that they could actually use to spend in the Xbox game Fable III when it launched a month later. This meant that they wouldn’t start the game as a pauper and could immediately buy properties and weapons.
Kingmaker launched in 7 countries. We split the countries into territories they could claim. Players signed up and were allocated to either the REBELS or the ROYALS. The battle for territory domination could be tracked on an extensive battle website with people travelling in in their lunch breaks and after work to claim new territories or take territories back, by standing in the exact spot and planting a virtual flag on their smartphones.
Transferring wealth from an app based game in the real world to the actual console game was an industry first and required extensive development with the game creator Lionhead. But we pulled it off.
This campaign won multiple awards including GOLD at Creative Circle.
Print & Poster
We created a fully integrated campaign to support the launch, including recruitment posters, print ads and online media. We also pushed heavily in social channels.
Over 93,000 players signed up to play Kingmaker.
It experienced over 20 million social media impressions and the game Fable 3 entered the gaming charts at number 1.
Gaming App & Website
Additionally I created and art directed the user interface for both the app and the battle website, taking period cues from the Fable III game itself.
Personalised Ads For Subscribers
Another industry first at the time included fully personalised ads on the back pages of Xbox gamer magazines aimed at subscribers. The print run automatically inserted the subscribers name into each magazine. Gamers loved this and took to social channels to share their personalised magazines.
