Launching the game Days Gone
In April 2019, PlayStation 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.
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.