Infamous
Second son

Using a flawless second screen experience to explode fan excitement

The
Challenge

We love gaming. Which is why we work with Sony Computer Entertainment Europe to launch PlayStation titles across European markets. We were asked to create a way of engaging players with epic title inFAMOUS Second Son, generating buzz and pre-orders in the run-up to launch.

The digital
Consumer Insight

The game’s theme was a gift: Enjoy Your Power. But we realised that rather than passively hear about this responsibility-free attitude, gamers wanted to experience it for themselves. So we set about producing something that allowed users to indiscriminately blow stuff up (without getting arrested).

The
Idea

We created a scale miniature of a checkpoint from the game, complete with real buildings, vehicles and street furniture – and used real explosives to spectacularly raze it to the ground. We then transformed gamers’ mobiles into deadly weapons, able to fire smoke grenades and neon blasts that wreaked havoc on their desktop screen.

Infamous Second son desktop design

We knew feeling real power in your hands had to be a dual-screen experience. But without the fuss of an app – just a mobile site and wifi connection in explosively seamless harmony.

The
Impact

After rolling out across 24 European territories, our inFAMOUS Second Son experience attracted over 100,000 users, saw a 50% engagement rate and became the first next-generation title to reach a cool one million pre-orders. Kaboom.

100K users

50% engagement rate

24 European territories