The [a]list Brand Leadership Group

In addition to the other elements of the campaign, THQ came to Ayzenberg to build a social network presence for WWE All Stars. We devised a robust community-sharing incentive-based program that would unlock match ups between rival All Stars as more people participated. Facebook users start by simply voting for the greatest wrestler of all time, then they get more involved with every step they take. They could create custom match up videos between wrestlers, determining the victor through a series of move-selections, then share and/or download that video. They could also simply download items and learn about the game or watch videos. A "loot" system offered avid participants currency for exclusive downloads and achievements. Every time a new match up got unlocked, everybody would come back and participate in the cycle all over again - guaranteeing interest retention through replay value and sharing growth fueled by customization & bragging.