An Encore Performance for Rock Band
ISITE Design helps Harmonix harness pre-launch buzz with immersive
video game microsite
Background
Videogame maker Harmonix unleashed the inner rock star in millions of music and game fans with its 2007 launch of Rock Band. In the run-up to the ultimate encore performance - the release of Rock Band 2 in summer 2008- Harmonix tapped ISITE Design to create a visually stunning and immersive microsite to amp up loyalists and throw RB2's pending launch into the global spotlight.
Challenge
As Harmonix (owned by MTV) prepared to debut Rock Band 2, it sought to create a music-imbued, high-energy RB2 microsite. The goal: to elevate pre-release buzz and spur chatter among gamers, bloggers and the media between the date of RB2's announcement and its retail release (about two months). The site also had to deliver a hard-hitting online experience that evoked the sights, sounds and visceral feel gamers get playing Rock Band.
Solution
Harmonix chose ISITE Design as its interactive partner to design and develop the RockBand2.com site. Working on a rapid timeline and under top secret conditions, ISITE Design created a dynamic site that provided sneak peeks of the new game and an adrenaline-laced, game-play trailer showing the improved game interface. It also featured a blog-driven news room, e-mail newsletter subscription and important information on how to pre-ordrer.
Result
With the eyes of the video game world watching, the site's "go live" moment came in July at the E3 game expo. Timed to a news conference involving Harmonix/MTV and Microsoft/XBOX 360, the news drove massive traffic to the RB2 website and the game garnered instantaneous global coverage from thousands of media and blog outlets.
The successful microsite execution played an important part in the overall game rollout strategy. The site helped provide a highly effective springboard for the announcement, driving buzz and priming the retail channel for one of the most highly anticipated video game launches in history. Having a microsite that delivers highly relevant information wrapped in an engaging user experience has enabled Rock Band 2 to fuel the intense consumer interest in this important video game sequel.
