Campaign

Battleship: Facebook Game

the rundown

Universal Pictures wanted to communicate that "Battleship" was a big budget action movie, while simultaneously leveraging what was fun and familiar about the popular board game. Our challenge was to create an updated socially powered version of the game, using branded content and assets from the film within the game play. The application incorporates some of the plot points of the film, and provides a deeply engaging experience that lets users earn various ranks, unlock exclusive film clips and battle for control of the high seas.

The Building Blocks

The application capitalizes on Facebook’s ubiquitous platform and the power of social competition. Using Photoshop CS5.5, Flash CS5.5 and Maya to build visual asset libraries and animations, the experience features 2D models of Alien and Navy ships, sound effects and music from the film. Users can challenge friends or random opponents, and play rapid fire in real time or asynchronously. Built in django, the backend relies heavily on redis for everything from leader boards to brokering background tasks and supports up to 10 asynchronous games per user.

Social
Facebook

The Votes

The Details

Agency

RED Interactive Agency

Brand

Universal Pictures

Targeted Regions

Global

Marketing Objective

Launch Date

March 16, 2012

The Team

RED Interactive Agency ff0000.com/

The Stats

12 languages the application is available in
5 ships in a fleet

The Results

With a total of 7,758,600 impressions, the application elicited prolonged user interaction and positive user response, leading to an estimated 28,368 referrals to play. With over 1,600 user reviews, the application received an overall score of 4.0 (out of 5), 993 of which were 5-Stars. The application was translated into 12 languages and supported the domestic and international release of the film.