Opportunities/Challenges

• A true innovation start-up, Tilt Five has reinvented tabletop gaming with AR and holograms. Tilt Five aimed to attract hardcore gamers and potential investors. Our challenge was to support them with a website and creative that not only highlighted their groundbreaking AR gaming hardware but also efficiently managed an extensive game catalog and appealed to developers and investors.
• Additionally, we aimed to enhance the collectibility of the brand with a series of collectable posters and t-shirts promoting the games, cards, custom illustrations and instruction manuals, custom designed packaging, marketing and advertising materials, templates, brand guides and tradeshow pieces.

The Solution

• Knowing that our consumers wanted to be amazed and are the “first-in-line” kind of consumers, the copy for the website focused on how unique the games and experience of Tilt Five is while the visuals for the website integrated incredible graphics of gameplay and helped consumers to imagine what the gameplay experience might be like.
• With developers, Paper Crane approached this page with a more straight-forward design and copy. For this audience, Tilt Five gave them the resources they needed up front immediately and kept key selling points succinct and fact-based, all while compelling developers to reach out or join the Tilt Five Discord community.
• Content Partners become more interested in a gaming system once others are hopping on board and they can see how the games look and feel. To appeal to them, we include new game announcements on the home page and a constantly updating gaming catalog.
• For investors, it was important that Tilt Five appear to be the thriving and successful company they are. Thus, we did not choose to include an investors page or any messaging directly targeted to them. Instead, we alluded to the future of the company in the “About Tilt Five” page to instill confidence in the company among any interested parties.
• Improved the organization of the website which included building out an easily-modified games library for visitors to search through with an extensive selection of filters, developer-specific FAQs, pages and documentation, and a migrated updates directory fully-optimized for search engine algorithms.
• Levelled up the utilization of their online brand with a hybrid board games/alternate reality technology feel. Many of the concepts developed for the website have been retrofitted into the new brand "feel" of the company.
• Developed a powerful CMS that allows the Tilt Five marketing and support teams to modify without any need to reach out to developers.
• Integrated Shopify into the platform to combine the best ecommerce engine on the planet into their already powerful front-end.
• Utilizing the brand in innovative ways we created memorable pieces and collectables as giveaways for trade shows including limited edition posters, dice and playing cards. This allowed us to maintain the delight of tabletop gaming from the virtual to the real world.

Results

• This targeted, strategic approach to the Tilt Five website generated:
  • 200%+ Increase in daily visitors in the first month post-launch
  • 200%+ Increase in average engagement time in the first month post-launch
  • 70%+ Increase in search engine clicks in the first three months post-launch
• Our work with Tilt Five helped them to close their Series A round of funding and prepared them to launch into their Series B funding round.
• As well, Paper Crane, in collaboration with PitchFWD, was awarded an IABC Silver Leaf Award for their work on this website.

Key Takeaways

By starting with strategy, we were able to create a strategically planned website that spoke to each unique audience group differently while still offering a cohesive brand look and feel.