PLAION – Release of Dead Island 2
PLAION Benelux asked us to support the launch of Dead Island 2. Leading up to the release of this zombie-slaying game, we set up a campaign including online advertising, influencer marketing and out of home advertising.
The online advertising campaign contained ads on TikTok, Twitch, Reddit and Google Display. We developed a customized set of banners for Google Display, with a specific emphasis on a Holiday to Paradise theme. To further emphasize the comedic dark humor aspects of the game, we created 3 funny sketches with well-known Dutch Creator @zopepijn to advertise on TikTok. In total, our online advertising campaign generated 39.5 million impressions and 95.000 clicks to retailers.
We collaborated with 9 gaming and mainstream influencers. They all promoted the game on platforms such as Twitch, YouTube, TikTok, Instagram and Twitter. We also set up a Become a Zombie Slayer activation, in which two influencers were added in the Key Art of the game. In addition, we send out seeding kits including the essentials to survive in Zombie Paradise. The influencers marketing campaign resulted in over 1.5 million impressions.
We arranged a large out of home campaign with a total of 225 abri’s and mupi’s at high traffic locations in the largest cities in the Benelux, like Amsterdam, Utrecht, Brussels and Antwerp. In addition to the traditional Out-of-Home campaign, we created a ‘spectacular’ at the tram station at Rotterdam Central. Passers-by could take a photo with the flamingo bench and participate in a giveaway of Dead Island 2 Hell-A Edition with a Dead Island 2 custom controller, an Amy Figurine or a press kit. 1.8 million people came in contact with this out of home campaign.