The legend of you.
Activision was looking for a way to promote new extended gameplay content on their latest game, Destiny. The extended content featured a new villain that was out for revenge against your character for having killed all of his evil pals. Instead of making yet another generic game-play trailer, we wanted to make a trailer that calls you out personally. So, we decided to introduce the new villain by having him call-out each player in personalized trailers.
The personalized ads would be delivered on streaming services like Hulu or Network apps on PlayStation or Xbox. This way we could use your gamertag from the PlayStation or Xbox to deliver the personalized trailer to the right person.
Users could also go online to see other trailers starring the different characters they have and share the videos with friends.