Injustice 2 Intergrated Campaign
WARNER BROS. GAMES
A strategic and programmatic ad campaign that taps into 1st, 2nd and 3rd party data to target fans with their favourite DC characters.
INJUSTICE 2 / INTERGRATED CAMPAIGN
Injustice 2 was the much-anticipated sequel to the 2013 release Injustice: Gods Among Us. We were tasked with producing an integrated toolkit that could be supplied seamlessly to Warner Bros suite of international territories, to execute across their chosen media channels at launch.
Strategy and Data Analysis
Audience Segmentation
Programmatic Media
Social Media Toolkit
Retail / POP
Digital OOH
Guerrilla Poster Campaign
It’s a given that all fans have their favourite DC character. So our aim was to develop a hyper-personalised programmatic campaign that targeted prospects with a DC character most relevant to them.
We chose DBM to deliver the ads, and Warner Brothers 1st party data plus keyword search to filter them. By analysing the data and refining the keyword search we were able segment the audience and identify definitive clusters based on a consumers online behaviour, for example, core game fans, Comic-Con fans, DC theatrical release fans, TV series lovers etc. We then served the defined clusters with content that would undoubtedly resonate.
144 ADS CREATED AND LOCALISED FOR SEVEN LANGUAGES
The challenge was to serve multiple ad variations economically and the result was the creation of nine dynamic ads equipped to deliver 144 different ad versions across seven languages.
DYNAMIC ONLINE ADS
HOMEPAGE TAKEOVER
TWITTER CONVERSATIONAL ADS
Character poster guerrilla campaign
We produced a fly-poster series which was distributed across 32 sites UK-wide.
The idea behind them was to disrupt and invade the public space with propaganda content related to a selection of Injustice 2 characters.
