Going beyond traditional trailers, the launch of Tom Clancy's The Division includes, literally, experiencing the end of society.
An immersive website that takes you on a journey enhanced through geo-targeting, it's fast-paced, time sensitive and engagingly terrifying. While geo-targeting is not a new feature by any means, what is most interesting in this launch approach is how the entire story line is made personal and wholly consumer-centric.
As the lead character – or patient zero – in the story, your objective is ultimately survival, and the concept is enhanced through real-time facts and figures about the obstacles that we face with medical care, food produce and security, even today.
The beauty of this approach? It all comes together in an experience that could only be possible through digital.