This campaign was in two parts.

- YouTube video

- Online journal.

We researched what succeeds on YouTube and audited you­tubers to find Devin as an incredible fit.

By combining Devin’s imagery with evocative voice­over, we created a launch film for Memoreyes that raised questions about the future of social media, making the game’s themes relevant to gamers.

The film pointed to a multimedia (HTML5) journal - designed to ensure accessibility on all devices. It used parallaxing interfaces, prose, live action, photos, animation, games & interactivity to maintain attention, spanning 100 years before dropping people seamlessly into the game's opening scene.

1.2 million viewers viewed the film & had a phenomenal like to dislike ratio of 98.8%. The comments were electric in terms of numbers (5,413) and attitude ­- people were hooked.

Devin's film was also picked up by other media outlets (Google-insights, Youtube, VG247, etc.) publicising it further - some thought that the company was real.

The annotation to the journal at the end of the film, displayed a click­through rate 50 times the industry average - 850,000 viewers took themselves to Antoine’s diary.

Once there, on average people spent 15 minutes engaging with the experience as fans not viewers.