Content Strategist. Creator. Writer. Nerd.
How do you sustain a brand that doesn't have an active product to sell? Talk to the fans and share the love with them. Celebrate significant dates within the game (like drinks for New Year's Eve) and put them in the spotlight (we asked fans to create their own Vigor. We took our favorite and made it).
I penned several behind-the-scenes blogs for BioShock, but I also helped in laying out the strategic foundation for a yearlong campaign to promote the series at a time when we didn't have anything to push. No products to sell - simply fan service. And during this year, we continually posted record numbers for our content.
The initial vigor bottle post example given here got over 300,000 organic reach. When we surprised one fan by making his vigor bottle, traffic jumped with 1.8 million reach and 27,000 likes.
To cap off our yearlong promotion, my final idea was to post a BioShock-inspired drink to celebrate New Year's Eve. That scored over 2 million fully organic reach, 28,000 likes and over 19,000 shares in a weekend.