A Social-First Moment: Prime Plays

How do you keep fans excited and momentum up when there's no big event on the horizon? You create your own moment. During a lull in our activities, I saw the chance to develop a social-first, multi-platform campaign. Dubbed Prime Plays, I teamed up with Bungie and Mediatonic to boost awareness for upcoming content offers in the FPS and Battle Royale genres. 

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Key activations included a Twitter and Instagram takeover by the in-game skin offer for Fall Guys, the brand's first-ever international giveaway, and a high-profile Twitch stream on the front page that tied into the newly released Destiny 2 raid. I led and executed the entire organic social campaign from strategy and influencer negotiations for the Twitch stream to collaborating with partners on creative asset development and support on their social channels.

 

By centering the campaign around a unique hashtag and cohesive messaging even without a larger gaming moment, the campaign achieved over 4x the amount of new followers compared to everyday organic content.