Portal 2 (Viacom) / Case Studies
Portal 2
Viacom
Gametrailers.com needed to raise awareness for their upcoming, very promising, computer game sequel to Portal, Portal 2. The first phase of the project was to increase the amount of pre-orders for the game and the second, to drive more orders following its launch.
Looking at possible ad formats we decided to re-create the game atmosphere in which users have to solve a series of puzzles and teleport the protagonist between worlds using the "portal gun." During a brainstorming session among many, Hijack came up with an interactive spot ad enabling the user to step through one of the inter-spatial portals taking over the page upon rollover, expanding into a micro-site. It included an introduction of the game along with its featured trailer, a gallery including actual screenshots and user reviews. In addition, click-throughs were available for users to access exclusive Gametrailer content.
The results:
- Interaction rate 2.78%
- Expand rate 5.45%
- Expand CTR 12.06%
- Average interaction time 27.27 secs
- On average users saw the ad just about 5 times
