“Gamers unveiled their inner Avenger on Twitter, in order to #Reassemble a passionate community of fans for the launch of the game.”

The Background.

Lockdown boosted the video game industry in 2020, expected to reach a value of $170 billion by the end of the year, exceeding previous forecasts by as much as 50%. This was the perfect opportunity to launch Square Enix’s blockbuster game, Marvel’s Avengers, whose promise was to #Reassemble Earth Mightiest’s Heroes in a thrilling multiplayer mode.

The insight.

During lockdown, gamers turned to Twitter
to stay connected with their community.

The gaming community was physically distanced,
but never felt this socially connected.

1. Discover your inner Avenger.

People love nothing more than finding out something about themselves. 
Invite them to Like a Tweet to discover which Avenger they resemble the most, based on their public Tweets.

2. Reassemble the Avengers

Gamers can then discover an exclusive selection of five Tweets showcasing the five other Avengers present in the game. They simply need to like their 3 favourite heroes to indicate what’s their
favourite squad for the multiplayer mode.

Then, thanks to an innovative mechanic built by our Team - a “media-first”, as our industry loves to mention -
Avengers’ fans automatically generate a custom poster showcasing their perfect squad.

3. Reassemble the Gamers

Gamers can then share their team back on Twitter,
to ignite new conversations with friends and new connections with other fans
fully demonstrating the unique power of the game.

The impact.