Guitar Hero World Tour
Product Launch Site
Challenge
For years, the Guitar Hero brand had been recognized as being a guitar-only, rhythm-based game … until now. With the GH World Tour, the brand was introducing new instruments into the mix: microphones, drums, bass and of course, guitar. They needed a launch experience that would highlight these new aspects of game play, and also drive awareness of the GH Tunes music studio, an in-game interface that allows gamers to become producers and create their own melodies and tunes. It was equally important to differentiate the GH World Tour from the also popular Rock Band.
Solution
Working closely with the game designers and developers at Neversoft to define the style, we were able to create a full-on extension of the game. Videos were used to highlight the collaborative efforts real musicians had in creating the new game, as well as demonstrate new features. Rich in-game imagery was leveraged to walk users through new features they could look forward to like character creation, the GH Tunes music studio and the much anticipated setlist.
Results
The biggest challenge we faced when creating the branded experience was to truly differentiate it from Rock Band and make it known throughout the world that Guitar Hero was now a multi-instrument game. To appeal to a worldwide audience, the site initially launched in five languages and had two more added in at a later date. Upon its immediate release, it was easy to see that GH fans throughout the world were ready for the souped-up version of the rocking classic as it still outsells the competition.
“Their vision and creative leadership has helped our games launch with ease and excitement.”
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