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Deus Ex

Making a huge impression

date

December 1, 2016

Title

Deus Ex

SUMMARY

All the world’s a game, and all the gamers your media army. Turning a few posters in a handful of cities into 1.4 MM media impressions.

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project

Deus Ex

CATEGORY

Advertising

CLIENT

Square Enix

YEAR

2015

NEXT

previous

WHAT WE DID:         
Created 1.4 million impressions, received press mentions in more than 65 publications in 10+ countries, and generated thousands of pre-orders for the game—all on a shoe-string budget.
HOW WE DID IT:       
We played to the RPG-gamer mentality, creating an alternate reality for them to experience with “Easter eggs” to discover, right there in their own back yards.
Drawing from the plot line of the game, we created government propaganda posters (devoid of any game branding), warning about the dangers of mechanically augmented persons, and wild posted them in a number of U.S. and Canadian cities. In time, these were defaced with graffiti from the pro-augmentation underground, then they were hit again by anti-aug forces.
On the digital front, we posted videos appearing to be captured moments from smartphones and security cameras in which we see augmented people in conflict with non-augmented haters.
Like soothsayers reading tealeaves, gamers saw signs and portents in the posters and videos, speculating about how the game’s story would play out in this new release. In short, they became absorbed and excited by the new game. Mission accomplished.
INSIGHT:  
RPG gamers play to be immersed in another world, to live an adventure in an alternate reality.
STRATEGY: 
We said, “Hey, let’s bring that alternate universe to where they actually live.” So we set out to give Deus Ex fans a taste of what it would be like to live inside the world of the game.
CREATIVE:  
Drawing from the plot line of the game, we created government propaganda posters (devoid of any game branding), warning about the dangers of mechanically augmented persons, and wild posted them in a number of U.S. and Canadian cities. In time, these were defaced with graffiti from the pro-augmentation underground, then they were hit again by anti-aug forces. On the digital front, we posted videos appearing to be captured moments from smartphones and security cameras in which we see augmented people in conflict with non-augmented haters.
RESULTS:      
  • 65+ Different publications
  • Posters go up in Los Angeles, San Francisco, New York & Montreal
  • 1,400,000 Impressions
  • 10+ Countries

As soon as the work was released, bloggers and discussion boards lit up with reports of sightings, discussions about the meaning of the content, and speculation about what they would find in the upcoming release. We delivered more than double the amount of impressions that the client had hoped to receive.

 

Man Gets Beaten by Own Leg
Next month, two "click bait" videos will be seeded digitally by an unknown source to bring the "Aug Epidemic" to life in the real world.

 

Man Loses it in Convenience Store

For future gaming events, Kenwood Experiences designed a physical simulation space of the Deus Ex gaming landscape. Participants will be able to play as the lead character of the game in three gaming modes as they make their way through a maze-like series of structures.

WHAT WE DID:         
Created 1.4 million impressions, received press mentions in more than 65 publications in 10+ countries, and generated thousands of pre-orders for the game—all on a shoe-string budget.
HOW WE DID IT:       
We played to the RPG-gamer mentality, creating an alternate reality for them to experience with “Easter eggs” to discover, right there in their own back yards.
Drawing from the plot line of the game, we created government propaganda posters (devoid of any game branding), warning about the dangers of mechanically augmented persons, and wild posted them in a number of U.S. and Canadian cities. In time, these were defaced with graffiti from the pro-augmentation underground, then they were hit again by anti-aug forces.
On the digital front, we posted videos appearing to be captured moments from smartphones and security cameras in which we see augmented people in conflict with non-augmented haters.
Like soothsayers reading tealeaves, gamers saw signs and portents in the posters and videos, speculating about how the game’s story would play out in this new release. In short, they became absorbed and excited by the new game. Mission accomplished.
INSIGHT:  
RPG gamers play to be immersed in another world, to live an adventure in an alternate reality.
STRATEGY: 
We said, “Hey, let’s bring that alternate universe to where they actually live.” So we set out to give Deus Ex fans a taste of what it would be like to live inside the world of the game.
CREATIVE:  
Drawing from the plot line of the game, we created government propaganda posters (devoid of any game branding), warning about the dangers of mechanically augmented persons, and wild posted them in a number of U.S. and Canadian cities. In time, these were defaced with graffiti from the pro-augmentation underground, then they were hit again by anti-aug forces. On the digital front, we posted videos appearing to be captured moments from smartphones and security cameras in which we see augmented people in conflict with non-augmented haters.
RESULTS:      
  • 65+ Different publications
  • Posters go up in Los Angeles, San Francisco, New York & Montreal
  • 1,400,000 Impressions
  • 10+ Countries

As soon as the work was released, bloggers and discussion boards lit up with reports of sightings, discussions about the meaning of the content, and speculation about what they would find in the upcoming release. We delivered more than double the amount of impressions that the client had hoped to receive.

 

Man Gets Beaten by Own Leg
Next month, two "click bait" videos will be seeded digitally by an unknown source to bring the "Aug Epidemic" to life in the real world.

 

Man Loses it in Convenience Store

For future gaming events, Kenwood Experiences designed a physical simulation space of the Deus Ex gaming landscape. Participants will be able to play as the lead character of the game in three gaming modes as they make their way through a maze-like series of structures.

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date

December 1, 2016

Title

Deus Ex

SUMMARY

All the world’s a game, and all the gamers your media army. Turning a few posters in a handful of cities into 1.4 MM media impressions.

by

SHARE

project

Deus Ex

CATEGORY

Advertising

CLIENT

Square Enix

YEAR

2015

NEXT

previous