Launching a bloody game
In collaboration with PlayStation, we were to launch the game Bloodborne. Our ambition was to reach the Playstation community that did not know about the game.
Hence, we approached this differently to get people’s attention and to raise awareness of Bloodborne.
Give blood for Bloodborne
Bloodborne appeals to young men and is – not surprisingly – very bloody. We also found out that there is a significant shortage of blood donors among young men.
We launched the campaign #GivBlodForBloodborne as a collaboration between PlayStation Denmark and GivBlod (part of an official blood bank in Denmark). We encouraged young men to show up at the IT University in Copenhagen to donate blood or sign up as a blood donor. In exchange, they received the game.