For APB, an online game created by EA, we decided to take the one element of the game that was unique, the powerful APB customisation engine that let players create their own in-game Avatars, and bring it to life for real. The Human Avatar site was created to allow people to vote on real life “customisations” on a real person. Every week, the community would be able to vote on hair, clothing, piercings and tattoo options for the volunteer.

As well as the overall IA, my role in the project was also to help put together a comprehensive social media strategy for how people would come into and engage with the site.

The results:
5 MILLION people were exposed to the campaign.
70,700 unique visitors to thehumanavatar.com.
45,864 votes on thehumanavatar.com.
3%+ click through to the APB.com game site.
186,000 views on YouTube.