To launch a global campaign, we kicked things off on the world’s biggest stage: E3.
We started with a teaser showcasing the struggles main protagonist, Kait Diaz encounters in the game, set to Billie Eilish’s debut song, “Bury a Friend.”
And introduced an all new Escape Mode where users invade, destroy & escape The Hive with their team!
We brought a few familiar faces into the game…
Fractured, Shorty Awards Finalist in Games-
Overnight Xbox’s Instagram was wiped clean. All 650+ posts were archived from the channel . We remixed the opening sequence of Gears 5 into bite-sized pieces which we used to update the channel daily, sustain curiosity, and build a massive organic conversation on social. Once the puzzle was completed, the community discovered a hidden video showing the first look at the Gears 5 story campaign, revealing a rich story tailored for this legendary franchise.
In partnership with artist, Luke Preece, custom Gears 5 Vans high top sneakers debuted at Gamescom 2019. The shoes are inspired by Gears 5 protagonist, Kait Diaz.
Rockstar Energy Drink + Gears 5-
This was the largest fan inspired game promotion to date in support of Gears of War.
We created a Can Collection featuring six original designs inspired by a different aspect or character from the game. On-Can Code activated tabs allowed players to unlock exclusive rewards and a chance to win Gears 5 inspired prizes, plus a mega giveaway in the form of a Ford Raptor Truck.
As Wu-Tang: An American Saga released on Hulu, Gears 5 sponsored exclusive behind the scenes looks at the show.
Our sprawling Out-of-Home campaign continued to build hype as Gears 5 covered some of the world’s biggest cities.
THE FINAL SCORE
Largest game brand partnership
80 million cans of rockstar energy
Celebrity partnership
Over 1 million organic views
Most Disruptive Social Program Ever
50 Million Profile Impressions
Groundbreaking Creative