Bloodlines 2

A departure from traditional marketing marks the latest release in a cult video game franchise

Category ― Alternate reality game (ARG)
Agency
Challenge

Create a transmedia campaign that would turn the game’s launch into a historical event

Process

Keep fans on the edge of their seats until the game’s official launch at the 2019 Game Developer Conference in San Francisco.

Creative Solution

More than 200,000 unique viewers followed the interactive stream and interacted with the live audience. Twitch Drops campaigns, live voting, onsite emotions analytics and many other features were integrated to create a complete transmedia moment.

In total, more than 40 articles were written about the ARG, 600,000 attempts were made to solve puzzles and 180,000 conversations were registered with our various non-player characters (NPCs) operated by an advanced AI chatbot.

Results