The campaign insight came from the game itself: Time is Power.

Our audience seeks new experiences that give them a break from their daily routine. This holds true on mobile, a platform where they spend a disproportionate amount of time compared to other channels. Armed with these insights, we wanted to use a technology that was innovative by making people feel like they were experiencing the game features while using their phones.

This brought power over time to life in a completely unexpected and immersive way in order to get consumers to stop what they’re doing and take notice of Quantum Break.

We aligned with the Quantum Break experience through custom media executions that showcased time manipulation similar to the game.

We partnered with AdColony to apply haptic feedback to our video. This technology allows a user’s phone to vibrate during specific actions. We were able to leverage this technology to replicate vibration of a game controller within the video ad a first-of-its-kind in the gaming vertical space. When game stutters happen, a rumbling vibration occurred in the viewer’s hands, mimicking the Xbox controller.

Additionally, we aligned with other partners that were able to bring the power over time to life. On the National Basketball Association (NBA) website, we sponsored the Phantom Cam which captured slow motion plays. IGN delivered a video player takeover when users paused content – this had never been done before.

This powerful combination of experience allowed Quantum Break to stand out in a cluttered gaming marketplace.

Purchase intent was the main Quantum Break KPI since this is the indicator of the business results. This campaign delivered a 4.6% lift in purchase intent for mobile and 5.3% lift for our display media – which is a 200% increase against the Nielsen Gaming benchmark for both platforms.

Furthermore, the AdColony execution shattered engagement metrics in a highly saturated gaming marketplace. The haptic video completion rates neared 95% (AdColony benchmark VCR = 87%) and engagement rates as high as 5.6% (benchmark is at 5%.)

In addition, IGN and NBA.com also saw an overall lift in purchase intent with NBA delivering a +5pt lift and IGN with a +7.5 pt lift (both exceeding Nielsen’s Gaming Benchmarks). This proved that gamers were absolutely engaged with our executions.