Mass Effect is one of EA Games' top selling titles. When it
launched Mass Effect 2 the company wanted to create a launch buzz -
with a strong digital campaign.
In a world first, Metia used Microsoft Silverlight technology to
create an interactive campaign to highlight the ground-breaking
features of the new game. The rich user-experience centred on an
ad-served, expandable banner and embedded microsite - with
impressive metrics and word of mouth cut-through as a result.