Borderlands 4
Helping Borderlands BREAK FREE.
The Background
The launch of Borderlands 4 in the UK was a landmark moment for 2K.
As a hugely anticipated sequel to a beloved franchise, it came with its own unique challenges. We boiled these down to three core areas – gaining the trust of Borderlands fans, drawing in lapsed/periphery audiences who have been lost to competition, and making sure the launch of Borderlands 4 was a distinct moment in gaming culture.
To hit these three target areas, and mark this massive occasion, we devised a multi-stage, creator-driven campaign that echoed the creativity and unexpected delight that makes Borderlands, Borderlands.
The Activation
We devised ten unique activations over the course of a three-phase plan, leading from preview, through pre-launch, to a robust launch campaign.
To share just a glimpse into this massive campaign, our activations included:
- Educational content to get players up-to-date on all things Borderlands
- Collaborating with top names in the region like TommyInnit, CDawgVA and SpiffingBrit
- Organising the production of a completely bespoke, interactive Twitch overlay for Borderlands 4
- Sending in-character cosplayers to take over London Waterloo station
- Working with a creative team to produce a custom, animated music video
- Supporting with hands-on events in London, Cologne and Los Angeles
All of this amounted to a campaign that was as loud as Borderlands. We achieved over 27,000,000 views, 465 content pieces (both organic and paid), and an average engagement rate of 6.07%.
They have supported the team to secure both paid and earned content, from preview to launch, and worked on highly creative activations while also generating strong engagement from our core players. Their project management skills, passion and transparency facilitated the execution of such an extensive campaign.
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The
Results
