An industry first, we successfully brought web-ready versions of the in-game models, along with a library of graphics, tools and custom features for limitless possibilities. The creative execution centred around a web interface that allowed gamers to modify precise replicas of the vehicles through effects as well as unique user generated content (UGC). Through the UGC interface, the gamers can customise their vehicle in any way they want, publish to the PlayStation Network (PSN), and access their creation for in-game play through their PS3 console. By publishing the array of vehicles created by individuals, the PSN community can comment and rate the work of their peers. In addition, we enabled users to 'like' the site through Facebook generating additional reach in the social media space.

The Twisted Metal launch yielded impressive results across both digital channels and game sales. By incorporating UGC into our campaign we created a platform that extends the reach of the title, maintains engagement with the core audiences, and enhances the game play itself. With over 60,000 original designs published in the first weeks and 9,000+ Facebook 'likes', sales topped the charts with no other traditional media support. Twisted Metal ranked in the top three pre-order sales at Wal-Mart and débuted at number one on the charts with sales of 267,000 units, despite seven other game titles launching the same week.