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Today& #39;s the 5 year anniv of one of my fav social campaigns I& #39;ve ever worked on.
Let’s talk about Dying Highlights, our insanely ridiculous 16-part content series for the 2015 game Dying Light.
THREAD:
Let’s talk about Dying Highlights, our insanely ridiculous 16-part content series for the 2015 game Dying Light.
THREAD:
In 2011, game developer Techland released Dead Island, their first zombie game.
This was the reveal trailer. It’s wildly considered one of the best game trailers of all-time.
(Slight trigger warning)
This was the reveal trailer. It’s wildly considered one of the best game trailers of all-time.
(Slight trigger warning)
Dead Island’s trailer was a huge hit, going viral instantly.
Problem: the final game didn’t really pay it off. Nowhere close to as emotional or narrative driven.
Here& #39;s the top 2 YouTube comments.
Problem: the final game didn’t really pay it off. Nowhere close to as emotional or narrative driven.
Here& #39;s the top 2 YouTube comments.
Skip ahead to 2013. My old agency won the chance to work on Techland& #39;s new game, Dying Light.
A new IP, but another zombie game, when fans had a bit of mistrust.
Lucky for the world: Techland built a hell of a game this time. Our job was to turn sentiment + build a new brand.
A new IP, but another zombie game, when fans had a bit of mistrust.
Lucky for the world: Techland built a hell of a game this time. Our job was to turn sentiment + build a new brand.
Dying Light& #39;s campaign began with a big CG reveal piece again, still a staple of game rollouts.
We knew gameplay was what people were waiting for, tho.
We knew gameplay was what people were waiting for, tho.
This was a time when gamers stopped trusting game marketing. So many trailers & images were overly polished & not representative of actual gameplay.
That became our cultural insight: gamers don& #39;t trust marketing (broad, but wait for the payoff).
That became our cultural insight: gamers don& #39;t trust marketing (broad, but wait for the payoff).
When we were brainstorming, my CD partner & I played early builds of the game.
Even in its alpha build, it was a total blast. Parkour, zombies, cool weapons - we couldn’t get enough.
We wanted to message just that.
That even before the game was done, it was great fun.
Even in its alpha build, it was a total blast. Parkour, zombies, cool weapons - we couldn’t get enough.
We wanted to message just that.
That even before the game was done, it was great fun.
Our pitch: 16 mini-trailers of raw, unedited gameplay, where we& #39;d actively tell players they were getting a glimpse at early game play.
Each piece would have game, seasonal, and cultural influences to give purpose to the content.
Piece #1: a weapon reveal on MLB opening night.
Each piece would have game, seasonal, and cultural influences to give purpose to the content.
Piece #1: a weapon reveal on MLB opening night.
(I still die laughing at that video. Watch with sound on)
Here was our copy approach:
- NEW GAMEPLAY in all caps.
It& #39;s what gamers want most.
- List the feature we were showing
- Subtly mention the seasonal tie
(in this case, baseball!)
Straightforward with a hint of fun.
- NEW GAMEPLAY in all caps.
It& #39;s what gamers want most.
- List the feature we were showing
- Subtly mention the seasonal tie
(in this case, baseball!)
Straightforward with a hint of fun.
Our content formula became a mix:
- Game Pillar
- Community Question
- Seasonal Tie or Cultural Tie
Needed 2/3 to have a shot at mass shareability.
- Game Pillar
- Community Question
- Seasonal Tie or Cultural Tie
Needed 2/3 to have a shot at mass shareability.
Game Pillar: huge open world map
Cultural moment: Instagram had just released Hyperlapse.
So, we made a “Hyperlapse” one- take parkour video.
(We, uh, broke a controller in anger at failing the first 30 times to get it right).
Cultural moment: Instagram had just released Hyperlapse.
So, we made a “Hyperlapse” one- take parkour video.
(We, uh, broke a controller in anger at failing the first 30 times to get it right).
Game Pillar: customizable weapons
Community q: are there guns?!
So we made this silly 60 kills in 60 seconds piece. Casual reveal of a hugeeee question.
Community q: are there guns?!
So we made this silly 60 kills in 60 seconds piece. Casual reveal of a hugeeee question.
Also we made an Epic Fails trailer because of course we did.
The results: Dying Light became the #1 game of Jan & Feb 2015 and still holds the 1st month sales record for a new IP survival/horror game.
Dying Highlights were largely credited with helping sway community sentiment, earning 4m+ views w/ $0 paid support.
Dying Highlights were largely credited with helping sway community sentiment, earning 4m+ views w/ $0 paid support.
