Setting the Scene
We partnered with Rebellion to craft a 6-month campaign, teasing the release of their hotly anticipated new IP, Atomfall.
The media campaign began in earnest to align with Preorders going live, and was sustained with a level of ‘Always On’ activity to keep the game front of mind amongst core audiences until the Launch phase.
Being a new IP, educating our target userbase on the game’s USPs was priority number one. To achieve this we opted for a content led approach with key Endemic Partners, whilst leaning on longer-form assets in appropriate environments such as YouTube InFeed, Programmatic Native, and Reddit free-form ads.
Campaign Highlights
As a focal channel for reaching our desired audience, we set about creating a unique experience on Reddit that would fuel hype prior to Atomfall’s release. We workshopped a platform-first activation comprising a ‘choose your own adventure’ competition.
This featured multiple interlinking free-form ads, whereby users who successfully navigated to the end and commented how they’d plan to survive a nuclear apocalypse, were entered into a prize draw to win a copy of the Deluxe edition.
Other campaign highlights included activating across Amazon Prime Video, contextually positioning Atomfall in front of users who’d watched their hit Fallout series.
Atomfall proved to be Rebellion’s most successful Launch in the publisher’s history… so far.
