01 Task
Launching the game Days Gone
In April 2019, PlayStation video game Days Gone was released - a long-awaited game in which you enter a post-apocalyptic world as biker Deacon St. John. Struggling for survival among zombie-like creatures, the most important weapon is your motorcycle so that you can get away in a hurry.
Our task was to develop a launch strategy that could raise awareness of the game among gamers in Denmark and the rest of the Nordics.
02 Solution
Four-episode mini-series
We chose to focus on digital content. Together with PlayStation, we developed a strong concept for social media: A four-episode mini-series about four Danish motorcycle and gaming enthusiasts who build a replica of Deacon St. John's motorcycle – in just 48 hours.
The mini-series was distributed on PlayStation's Nordic Facebook pages targeted young men aged 25-35.
We also developed and executed a PR plan that further increased publicity in both Danish, Nordic, and international media. Furthermore, we wrote a blog post about the project which was published on PlayStation's American and European blogs with several million readers.
