Enslaved: Odyssey to the West was a great game. Early reviewers had given it high praises for its amazing graphics and wonderful storyline. However, gamers didn’t know much about it, and their preorder sales were lackluster. Using a YouTube rich media masthead as our first big awareness builder, we quickly followed up our core messaging with standard units. While the standard units performed well for targeted media, it was our YouTube masthead that did most of the heavy lifting. During its 24 hours in the limelight it crushed all YouTube benchmarks within the gaming vertical, receiving 53MM impressions, a 9.5% interaction and rate and 2x the average click-through rate. The game immediately saw an increase in preorder sales by nearly three times, and eventually went on to nearly double their overall projected sales.