Borderlands 4

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.

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%.