Dark Souls is one of, if not the single hardest video game to win. You will die along the way, and must win the game to live again. Bandai/Namco asked us to build a digital experience that would appeal to the hardcore gamers, attract casual gamers, and keep them engaged for months leading up to the game launch.
We achieved this by devising an overall goal for each user: amass as much soul energy as you can, as measured by the user’s personal soul meter housed in their personal profile. They gained soul energy by: liking, commenting and posting on social platforms; solving intense glyph puzzles; earning chances to spin the wheel of life and death; finding hidden eggs based on game inspired riddles; and working in concert with other members of the community, through social media interactions, to solve poster puzzles—all for cool, limited edition prizes.
Results:
Traffic
2.25M Page Views
5 Mins. Avg Time on Site
Social
Facebook fans from 7k to 59k
+7k comments
54k likes of posts or assets
300k glyph game players
269 new signups due to affiliate referrals