For the project to be a success we wanted to do something that users hadn’t seen before. This was a huge challenge and an exciting opportunity for our team. How do you craft an experience that stays true to the style and tone of the original game while still delivering a unique experience that lives on the web? We struck the balance by establishing a defined visual style for the site and introducing new gameplay mechanics. With each interaction users unlocked a new piece of content, getting them one step closer to achieving the fabled Red Lyrium Reapers: in-game downloadable weapons. At its peak, our interactive trailer for Dragon Age: Inquisition accrued over 100k concurrent users with a lofty completion rate of 78%. Considering the average length of the experience was 5 minutes, this was no small feat. This means 3 out of every 4 users were spending at least 5 minutes engaging with the brand. Who says an ad can’t be entertaining?