GameStop: Tom Clancy's The Division

Jennifer Gabrielli

Campaign details

Brand: GameStop
Brand owner: GameStop
Lead agency: The Marketing Arm
Country: United States
Industry: Entertainment retail, Gaming consoles, computer games, PCs, computing, high-tech, Toys, games
Channels used: Content marketing, Games & competitions, Internet - microsites, Mobile & apps, Social media
Media 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 Imgur – a first of its kind brand-program for the platform – where users could go through 3 storylines and choose how they wanted to progress through the stories. We did this to engage existing fans who love Tom Clancy franchises and to educate players on The Division. Incredibly successful, the program outperformed all benchmarks and received a massive reach of 35.2M, an engagement rate of 20.89% – the highest engagement reach of all Imgur promoted posts! – and a 4.68% Click Through Rate – the highest CTR in the Imgur gaming vertical!

Market Background and Objectives