COMPLEX MEDIA CASE STUDIES
THQ: DARKSIDERS
To increase awareness and sales for THQ’s “Darksiders” game, Complex Media developed a custom integrated program featuring Complex-procured models entitled “Darksiders: Your Last Days” that included in-book and online components. The program kicked off with a call-to-action element that drove online users to a THQ “Darksiders” premium branded content section where they voted for their favorite model. Six (6) models were voted as winners by users who visited the custom content section and three (3) models were selected to be featured in the calendar insert.
Four-page Print Calendar – A high-impact perforated gatefold insert in the December/January issue featured the top models, as voted on by our online audience.
Exclusive Tier 1 Darksiders-Branded Custom Skin and Takeover – Complex ran high-impact, branded exclusive tier 1 takeovers with custom skins from 11/4/09 to 11/6/09 that garnered a 2.40% CTR. Custom units included a custom clickable wallpaper and a banner roadblock of leaderboard, rectangle, and skyscraper placements. Sites included: Complex.com, MoeJackson.com, NahRight.com, NiceKicks.com and OliviaMunn.com.
High-Impact and High CTR Full-Width Banner Overlay Unit – Placed high above the fold on each page, when collapsed, the 960x300 banner unit contained images of the “Darksiders: Your Last Days” models as well as “Darksiders” branding and images. When the user rolled over the unit, the full-width rich media unit expanded across the entire home page allowing users to interact with a Complex-created premium branded content section, where users can vote on models with which they would like to spend “Their Last Days.” The unit garnered a 6.31% CTR.
Premium Branded Content Section - Dedicated to THQ, the unit included a video player for game trailer and “Darksiders: Your Last Days” model videos, additional images from the “Darksiders: Your Last Days” model shoot, a voting component for users to pick their favorite “Darksiders” girl and a pre-order link for the “Darksiders” game.
Custom Videos - Complex developed 3 videos that profiled the "Darksiders: Your Last Days" models to provide consumers with an intimate look and connection to the game. The custom videos were all stylized with creative angles, an inspiring soundtrack, and more. They were released within the THQ premium branded content section as the print issue hit newsstands on 12/8/09.
Social Networking - Complex Media leveraged its social networking platforms to promote “Darksiders: Your Last Days” program and “Darksiders” game messaging to its loyal following. Complex Media engaged its friends and fans to generate further awareness, prompt voting, and create a viral buzz for Complex’s partnership with THQ.
eNewsletter - Complex sent out a custom E-Newsletters to over 250,000 of Complex’s opt-in subscribers to promote the release of “Darksiders.” The 650x200 footer unit included images of the models, along with on sale messaging to drive purchase of the game.
