To build awareness of human rights issues and engage a larger fan base, Breakthrough, a global human rights organization, needed to delve into the imaginations of the American public. We helped them build a new world to educate, entertain, and inspire their audience.
Building awareness of human rights issues such as gender discrimination, immigration, and racial injustice can be a dry pill to swallow. Breakthrough needed an interactive way to reach into the minds of their audience to make humans rights real and relevant to everyone, no matter where or how they live. To engage this audience, we suggested building a Facebook game - but not just any Facebook game. This game was to be immersive, interactive, and educational while taking its users on a suspense-filled ride through a dystopian future.
In this dystopian future, the United States of America are no longer united. Human rights are in peril as differing regions allow for various levels of discrimination and limiting laws. As a player, you are an agent of the Council on American Heritage, sent to capture a mysterious fugitive. Complete tasks through perilous situations, unlocking top secret information as you advance through each level, working to make the country a better place.
Prior to launch we underwent an extensive branding and identity process to be used for the game and its web properties. Part of the pre-launch marketing included building microsites as extensions of this dismal imaginary world including fake news sites and a search engine where information could be utilized to advance in the game. Many well-known celebrities lent their acting abilities as characters of the game to create video collateral. These helped build parallel story lines to enhance the user's experience. As these storylines developed, the look, feel, and functionality of the game itself became more a more complex challenge from both a creative and development standpoint.
America 2049 became the first Facebook game to feature celebrities and provided extensive correspondent properties outside of the Facebook platform to augment the user's experience. This resulted in over 40,000 active users monthly, and amassed an impressive portfolio of press as seen below.
"The timing may be right to click into the world of 2049 and absorb its messages. You might be moved into acting on or learning about an important cause. And that's okay, because your farm or vendetta can wait." - TIME Magazine
"Facebook game America 2049 is activism as entertainment, education as political thriller." - Kotaku
"America 2049 hits that sweet spot where sci-fi nerd-dom and social activism meet: the dystopian future genre. Don't want things to get that bad later? Then fix things now." - Fast Company
Get in the game Get Full Case Study