WARNER BROS. GAMES
Shadow of War
Integrated launch campaign
WARNER BROS. GAMES
A strategic digital campaign focused on non-intrusive data capture engaging with core the audience, while also widening the scope of reach.
Our digital strategy was focused on engaging users, capturing choices, and then engaging again once an interest has been garnered.
SHADOW OF WAR / INTEGRATED CAMPAIGN
Shadow of War is the sequel to the critically acclaimed Shadow of Mordor. Following a four way pitch, Eye-D were responsible for producing the entire EMEA launch campaign for Warner Bros Interactive Entertainment.
CONCEPT GENERATION
CREATIVE DIRECTION
MOTION GRAPHICS
FILM ANIMATION
SOCIAL MEDIA
Will you forge an ally or create a nemesis? The choice is yours.
The premise of the campaign was based on Shadow of War’s upgraded Nemesis system, which generates endless possibilities for the enemies you will face, the way they act and the stories that will grow as they face you again and again. At the heart of our campaign was an immersive digital experience that took YouTube’s advertising proposition to a whole new level.
INTERACTIVE YOUTUBE EXPERIENCE
Our Save or Slay campaign used YouTube as a platform for creating an immersive and wide-reaching experience.
YouTube’s paid advertising formats such as, their customisable masthead prompted viewers into making a decision on the journey of the lead character within each video. This proved to be a huge hit with fans who instead of opting out to watch their originally chosen video, decided to engage with our content instead.
SAVE YOUR ALLY
The save choice, prompted you to continue the experience allowing you ally with a specific orc tribe.The users choice was captured, and remarketing list build for future targeting
SLAY YOUR ENEMY
The slay choice, left users with a choice of selecting various enemy orcs .The users choice was captured, and remarketing list build for future sequential targeting
BODYGUARD OUTCOMES
ORC PERSUIT CAMPAIGN
To cement awareness and further re-engage with our audience, we captured the decisions of each viewer and re-targeted them delivering a bespoke message where an Orc literally followed the viewer around the web. This reinforced the advanced capabilities of the Nemesis system and the game’s single thought, “Nothing Will Be Forgotten”.
6 Ads = 120 variations
Localised for:
Germany
Italy
Nordics
SAVE / BODYGUARD PURSUIT ADS
SLAY / CURSED PURSUIT ADS
SNAPCHAT LENS
In conjunction with Warner Bros and Snapchat we conceptualised and created the Wraith World Snapchat Lens, as well as Snap Ads supporting the launch events across both Germany and France.
CAMPAIGN RESULTS
400,000,000
IMPRESSIONS
40,000,000
YOUTUBE VIEWS
600+
PIECES OF CONTENT PRODUCED
6
LANGUAGES
