Microsoft

DreamWorks Dragons Adventure: World Explorer

Challenge

To demonstrate the capabilities of its wide array of Windows 8 phones and tablets, Microsoft partnered with DreamWorks Animation to create DreamWorks Dragons Adventure: World Explorer. The GPS-enabled, alternate reality mobile game recreates the world around you, transforming it into the Isle of Berk.  It initially launched in the fall, but was now reinvented with deeper gameplay, so the Microsoft and Zebra Partners teams were challenged with relaunching this exclusive game.

Approach

To drive awareness in gaming, family, and consumer tech media during a time of year loaded with conventions and family vacations, Zebra Partners leveraged the popularity of the How to Train Your Dragon franchise by inviting select press to early screenings of the soon to release film, and also hosted demonstrations that showcased the game where it is most impressive – on the road.

We toured media contacts around New York and San Francisco while they played the GPS-enabled parts of the game from the back of an executive car and we provided key editors a ride from the airport in Los Angeles during E3 to get their attention before the busy convention.  We also hosted a blogger and their kids event and secured a speaking spot on a panel focused on Hollywood and Games.

Result

The overall campaign reached more than 320 million impressions across print, broadcast and online coverage, garnering stories from a wide variety of top-tier outlets, including segments on ABC Radio, CNBC and NY1 News, stories on influential sites such as Mashable, Polygon, VentureBeat and Inside Mobile Apps, and in-depth stories from key family publications like The Toy Book and Parents @ Play, just to name a few.

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