@PlayAvengers’ initial #Reassemble Tweet was its most-liked of 2020, with 1 in every 24 people who saw it choosing to engage with it.
In total, over 4.5K gamers completed the whole experience to #Reassemble their team, with each one spending at least 45 seconds generating their custom poster and sharing it with other Marvel fans on Twitter.
The campaign had a huge impact on the buzz around @PlayAvengers. With an 85% increase in daily conversation about the game, it managed to get 23K unique authors talking about it. That’s a third of the usual E3 attendance – the biggest gaming event in the world.
“We’re really pleased with the impact this campaign had for Marvel’s Avengers,” said Sam Khaneka, Marketing Manager at @SquareEnix. “Our objective was to drive high engagement with fans, while also tapping into the superhero fantasy and love of Marvel’s IP that our players have. Not only did Twitter enable us to deliver on both objectives, but the activation surpassed our hopes and expectations – particularly at such a critical time in our media campaign.”