OVERSTRIKE GAME CAMPAIGN CONCEPT
Our client was launching a brand new game IP centered on technology and future tech. Their ask was to create a campaign that not only increased awareness but featured key game pillars of future tech, co-op and fun. All the while keeping fans engaged for the long tail until launch.
Establish a campaign built on cutting edge and cooperative experiences, that will drive fan activity with lite-ARG style experiences at major marketing beats and gaming events. Activate and incentivized core fans, action gamers and shooter fans to share and influence their friends.
Pace out the campaign over 4 "episodes" leading to the game launch. Each episode is built on highlighting a unique feature of the game to fans both core and mass. Each episode is a rallying point for social, youtube videos, PR and digital tactics. End each episode at a gaming event to maximize buzz. Create a connected platform to sustain interest throughout the campaign and democratize participation in campaign tactics whether online or at an event.
CAMPAIGN TACTIC - THE LASER BOX @E3
At game events such as PX or E3, an interactive installation will invite event goers to take part in the Overstrike challenge. Teams of event goers will work together to go a maze of lasers to reach the prize. As the team progresses through the maze, twitter users can help disarm lasers by tweeting with the hashtag #E3Overstrike. The more they tweet, the more lasers are disarmed. And if their team makes it through, they get rewarded.
CAMPAIGN TACTIC - PORTAL
The hub The “Canvas” approachfor the Hub is an exciting format for introducing the depth and richness of anew IP, and will be presented as a piece of Fringe Tech in its own right.
At the start of thecampaign, the areas open for exploration will be more top level andintroductory—for instance the Overstrike Agency itself, Fringe Tech testinggrounds, or the “stomping grounds” of the individual characters (theinteractive site of one of Izzy’s most famous heists, etc).
As the campaignevolves, previously darkened areas of the Overlooker will become available and the story will deepen as more and more items are revealed.
CAMPAIGN TACTIC - MOBILE
The app started as a digital magazine app, complete with curated content about the future-tech. The only hint that things weren't quite what they seemed was a countdown timer at the bottom of the screen. But beyond the timer no other information or hints were given
CONNECTED CAMPAIGN PLATFORM
All of these tactics together are linked thus creating a connected campaign platform, where users can participate in one or many tactics. In other words they can drink as much or as little from the firehose as they chose.