Battle Arena - Social / Digital / Influencer Campaign

Injustice: Gods Among Us / Warner Bros. Games / 2013

GOAL: Create an immersive digital campaign that reflected the game’s core battle mechanics, engage a global gaming community to turn fans into advocates, and drive launch-week sales through strategic content, social buzz, and earned media.

🏆 Winner of the Entertainment Merchant’s Association 2013 Digital Award for Content

Challenges

Launching a new IP in a crowded, franchise-heavy category
Balancing real-time voting mechanics with high-quality creative output
Delivering global fan engagement and measurable media value

Voting Pages

Approach

Concepted and executed Battle Arena, a community voting experience where fans decided weekly character face-offs
Developed content strategy, influencer partnerships, and KPI tracking to monitor impact
Created and distributed video content weekly to keep fans engaged and votes growing
Integrated social sharing features to fuel virality and broaden participation
Collaborated across teams to manage creative development, paid media, and performance optimization

Host Intro Video - Taryn Southern

Influencer Interview - Stan Lee and Jace Hall

Outcomes

779% ROI across campaign investments
$4.7M in earned media value
Contributed to Injustice: Gods Among Us reaching #1 in U.S. game sales at launch
Winner of the 2013 EMA Digital Award for Content Excellence
Set a new industry benchmark for fan-first campaign execution in gaming