The lead media execution was an interactive interstitial that ran on mobile/tablet, targeted to ensure Destiny was the only ad on screen. When the interstitial was served, users explored a 360-degree panoramic of the game world by “swiping” the screen with their finger. The interactive units pulled a snapshot of the Planet View experience forward, and engaged more than those who clicked. These units further qualified users before sending them into the full experience, which drove strong post-click time spent.

Additional mobile-focused media stacking environments (Facebook, Twitter, YouTube and search) rounded out the campaign’s presence.

Destiny’s Planet View was ultimately a huge success. The campaign delivered over 195 million impressions and over 1 million unique users in its first seven days. This demonstrated that the immersive campaign approach appealed beyond the core gamer and engaged a much broader mass audience. Additionally, visitors were highly engaged and spent an average of six minutes exploring the Planet View.

With a first-day sales record of $500 million dollars, it was official: Destiny launched as the biggest new videogame franchise in history.