Dragon Age Legends Promotional Efforts Didn't Pay Off

I was under the assumption that BioWare San Francisco's Dragon Age Legends was a fairly successful endeavor, but according to this report on Gamasutra that quotes producer Ethan Levy, the developer's many promotional efforts resulted in 100,000 "likes" and not much else. In fact, some promotions backfired:
In his GDC Online talk Tuesday, Ethan Levy of BioWare San Francisco revealed discussed Facebook game Dragon Age Legends' promotional campaign got a lot of likes, but not much else.

Almost 40 percent of the likes the game got on Facebook were generated by promotional efforts -- counting likes appearing within two days of each major promotional effort.

...

On the other hand, cross-promotion for other EA products on the Dragon Age Legends feed "drove a lot of unsubscribes. Your fans do not like it."

The bad news: this built a huge early audience for the game, "but they didn't stick. We launched the game too early. The game was not in a state to support that momentum. We shot ourselves in the foot by sticking to that marketing date."

"We could have used a much longer closed beta where we fixed bugs, listened to feedback, built the community, and made more content," said Levy.