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PlayStation 2 'Shadow of the Colossus' PR stunt

PlayStation 2 'Shadow of the Colossus' PR stunt

Challenge

'Shadow of the Colossus' (SOTC) is an epic quest set in enormous landscapes and features a lone traveller’s quest to defeat 16 gargantuan monsters… the Colossi.

Our task was to create a media event to fuel the launch buzz around this already eagerly anticipated PlayStation 2 game.

Strategy

In SOTC the designers, Fumito Ueda and his team had created an instant design classic. 

Already critically acclaimed in the design and gaming worlds for their beautiful graphics, the team’s new epic landscapes and monstrous beasts demanded an equally epic communication performance. 

With anticipation so high amongst the hardcore gaming community, we also wanted to reward gamers with the opportunity to preview the game as part of our communication.

So we invited gamers from five cities to participate in a colossal live gaming experience, projecting their game-play of SOTC onto the sides of five hand-picked buildings.

Solution

Invitations to gamers were sent out through our own PS2 database. 

Further invitations aiming to attract fans of Fumito Ueda were extended through local publicity and projections detailing where and when ‘the ultimate gaming experience’ would take place. 

As gamers lined up to play amongst the magnitude of the landscapes, they were also offered the chance to win treks to South America to experience similar adrenalin-inducing landscapes first hand.

We arranged partnerships with nearby local bars where gamers could practice the game indoors or in specially erected practice tents before showing off their skills on the 16-foot wide projections.

To get maximum coverage all the projection sites we selected were high profile & high traffic to extend our impact and buzz amongst the broader youth & twenty-something communities.   

Results

The live game-play projections were a colossal communication experience for a colossal game.

The advance online gaming community publicity and local media coverage generated a threefold return on investment.

On its release 'Shadow of the Colossus' went straight in at number 1. 

Link: www.manninggottliebomd.com

AJR
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