CHOOSE YOUR FACTION

With the release of Mortal Kombat X, a rejuvenation into the next gen platforms for the MK franchise, NetherRealm Studios introduced Factions. An always on meta game within the Kombat universe, playable from console, to PC and even mobile. We needed to introduce the fans who knew the MK brand and classic characters to this new pillar of Mortal Kombat. Something that had been around in the comics and storylines, but never so prominently featured in gameplay. We brought these factions to the attention of their social audience – 5.5 million fans on Facebook and over 138k followers on Twitter – throughout the release of faction-specific videos, propaganda posters, Faction-specific posts for winning Factions, and Member badges for players to claim their allegiance. Leveraging MK character brand equity and introducing the Faction emblems, we released these assets throughout their social space to an overwhelming frenzy.