Our Work
To build anticipation and drive excitement for the highly anticipated release of Alan Wake II, we partnered with Epic Games and a diverse roster of global creators to showcase the unique blend of true-crime mystery and psychological thriller that defines the game. From October to November 2023, our multi-phased campaign captivated audiences with immersive experiences, bringing the world of Alan Wake II to life.
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The goal was to reignite excitement around Alan Wake II, a long-awaited sequel, and drive downloads through the Epic Games Store. We aimed to engage both long-time fans and new players by building anticipation before the launch and then fueling the excitement with gameplay content that showcased the game’s pulse-pounding action, dual protagonists, and intense atmosphere.
Our campaign unfolded in two main phases:
Pre-Launch Phase: To build early buzz, we sent out four mystery mailers to 19 creators, immersing them and their audiences in a murder mystery tied to the game. Each mailer contained clues, creating a cohesive narrative across social platforms as creators documented their discoveries, sparking excitement and speculation among fans. This phase culminated in an exclusive, invite-only Alan Wake II event in Los Angeles, where select creators were given a behind-the-scenes look at the game.
Launch Phase: During the launch, we partnered with top-tier gaming creators to produce in-depth gameplay videos, live streams, and short-form content across YouTube, Twitch, Instagram, and Twitter. The content showcased the game’s unique features, from its dual protagonists to its gripping storyline, encouraging immediate downloads from the Epic Games Store.
The Alan Wake II campaign delivered exceptional results. During the pre-launch phase, the mystery mailers and exclusive event generated 4.35 million views and 245,000 engagements, creating a wave of anticipation for the game’s release. The launch phase built on this momentum, amassing an additional 4.87 million views and 150,000 engagements.
The strategic combination of long-form, short-form, and live content resulted in a highly successful launch that resonated deeply with the gaming community.
Alan Wake II went on to receive critical acclaim, including recognition as TIME’s Game of the Year and multiple awards at The Game Awards.
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