When it came time to release the eighth installment of its popular video game franchise, Dragon Quest, developer Square Enix had an important question to answer: How could it generate enthusiasm for a game that doesn't yet exist? Learn how Square Enix reinvigorated the Dragon Quest franchise with Slime Knights, a branded, enthusiast-driven social network for like-minded gamers. The concepts presented are applicable to any brand, product, or service, regardless of your industry. (presentation from the Word of Mouth Marketing Association's Word of Mouth Basic Training Conference)