Their most recent project was with PlayStation for the launch of their new game Horizon Zero Dawn.
The mix of life size replicas, live video feed, perfect place of execution, and a manager on the social media end aided in the success of the overall guerilla promotional effort. Their promotional efforts increased social media mentions by 1000% through this 11-month campaign.
They were able to reach prime prospects at various video game conventions and connect with them both physically and through social media. They appeared at E3-2016, and it is described as the, "premier event for computer and video games and related products". They became extremely impressionable by appearing on the stage, larger than life "Watchers", in attempts to awe and build buzz for the 2017 release of Horizon Zero Dawn.
As a gamer and costume/replica enthusiast myself, this kind of display did exactly what DigitasLBi wanted. I was surprised that it took an alternative route. Rather than using ingame footage and building a suspenseful, movie inspired trailer for a video game experience (as mentioned in their case study video), DigitasLBi brought the game experience to life at E3. Photos for static assets added to the campaign and allowed this character build to live over multiple platforms, as DigitasLBi promised. Most of the user-generated content was interaction with the actor inside the costume or comments about being able to play along with it on social media platforms. This positive experience would be remembered and expanded upon when the user then played the game and started interacting with the Watchers in game; creating a relatable and lasting relationship.
I immediately searched for more content about the build process of the Watcher, cosplays, and game release information. I was so jealous I couldn't be at E3 when the Watchers made their debut!
What would you like to see recreated from a game or TV...or maybe created yourself?
They were able to reach prime prospects at various video game conventions and connect with them both physically and through social media. They appeared at E3-2016, and it is described as the, "premier event for computer and video games and related products". They became extremely impressionable by appearing on the stage, larger than life "Watchers", in attempts to awe and build buzz for the 2017 release of Horizon Zero Dawn.
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| Watcher from Horizon Zero Dawn - From GameSpace |
As a gamer and costume/replica enthusiast myself, this kind of display did exactly what DigitasLBi wanted. I was surprised that it took an alternative route. Rather than using ingame footage and building a suspenseful, movie inspired trailer for a video game experience (as mentioned in their case study video), DigitasLBi brought the game experience to life at E3. Photos for static assets added to the campaign and allowed this character build to live over multiple platforms, as DigitasLBi promised. Most of the user-generated content was interaction with the actor inside the costume or comments about being able to play along with it on social media platforms. This positive experience would be remembered and expanded upon when the user then played the game and started interacting with the Watchers in game; creating a relatable and lasting relationship.
I immediately searched for more content about the build process of the Watcher, cosplays, and game release information. I was so jealous I couldn't be at E3 when the Watchers made their debut!
What would you like to see recreated from a game or TV...or maybe created yourself?
I think campaigns like this are super interesting because they show that while the industry seems to be going digital and everyone thinks that augmented reality is the only future anyone wants, true to life models and tangible replicas provide real experiences that grab attention even better than digital experiences most of the time. When everyone is trying to follow digital trends, it's refreshing to see the opposite, having something strictly digital come to life and provide a different kind of interactive experience that reflects the immersion players of the game would experience while they're playing. In this way, not only is it differentiating themselves, but it also furthers the message of a game with amazing graphics and an extremely immersive story.
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