Deep Silver wanted to build awareness and excitement for the Spring 2015 release of Dead Island 2, the next chapter in the popular Dead Island video game franchise.
Deep Silver created an action-packed cinematic trailer introducing people to the next zombie apocalypse in California, and debuted Dead Island 2 at Sony’s E3 expo on June 10, 2014. The announcement trailer was the first awareness push for Dead Island 2, and Deep Silver wanted to capitalize quickly on the initial buzz following the E3 announcement. Tangible Media, their agency partner, leveraged StumbleUpon’s advertising platform to boost engagement with the Dead Island 2 trailer by quickly seeding it to gamers as they stumbled interests such as: Video Games, Paranormal, and Bizarre Oddities.
“StumbleUpon’s strong historical performance for the Dead Island franchise, as well as its highly engaged audience of gamers, made it a perfect partner for gaining mass visibility for the Dead Island 2 trailer. It was exciting to watch the strong response and positive sentiment from the StumbleUpon community unfold throughout our campaign.” – Aubrey Norris, Director of Marketing & PR – North America, Deep Silver
StumbleUpon’s high-impact, full-page format allowed consumers to immerse themselves in the Dead Island 2 trailer. Consumers reacted to the content positively resulting in a 73% approval rating, exceeding benchmarks by 23%. On average, visitors spent 1:20 seconds on the page, exceeding benchmarks by 4x. In just five days, the campaign generated thousands of free visits from users engaging with the content. StumbleUpon drove a significant amount of earned media to the Dead Island 2 announcement trailer delivering over $5K in added value. Compared to other partners, StumbleUpon was one of the strongest performers in terms of driving earned media impressions. StumbleUpon Advertising accounted for 5% of the campaign budget, yet drove over half the total traffic to the site.