We developed a campaign that engaged users in a way email hadn't done before, literally creating a back-and-forth dialogue that both matched and extended the game’s core experience—spooky fun—to inboxes across the country. We created a new way to have a direct conversation with the audience in a way that activated their desire for the kind of fun that Dead Rising 3 promised.

The audience responded eagerly to the approach. More than 57,000 users clicked the first doorbell. Late-stage participants, those who had progressed through a number of doors safely, continued playing with a 96.2% clickthrough rate. Dead Rising 3 quickly became the #1 pre-ordered Xbox One game on Amazon.com.