GameStop: Tom Clancy’s The Division

This case study shows how GameStop, a US retailer, launched a new video game via a 'choose your own adventure' style game on picture-sharing platform Imgur, boosting buzz about the launch.

GameStop: Tom Clancy's The Division

Jennifer Gabrielli

Campaign details

Brand: GameStopBrand owner: GameStopLead agency: The Marketing ArmCountry: United StatesIndustry: Entertainment retail, Gaming consoles, computer games, PCs, computing, high-tech, Toys, gamesChannels used: Content marketing, Games & competitions, Internet - microsites, Mobile & apps, Social mediaMedia budget: Up to 500k

Executive Summary

To drive pre-orders of and increase social conversation around a new video game release, Tom Clancy's The Division, at GameStop retail stores, The Marketing Arm concepted and executed a Choose Your Own Adventure experience on...

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