Launch Campaigns for Playstation's 'The Last of Us Part II' and 'Ghost of Tsushima'
ITB was engaged by Playstation to support the launches of two much-anticipated games in the last two months: ‘The Last of Us Part II’ and ‘Ghost of Tsushima’.
To create noise around the launch of ‘The Last of Us Part II’, ITB built a unique influencer content series that generated 3.6 million impressions and 354K engagements through the talent’s social posts. PlayStation designed a short documentary series exploring the impact of the game on celebrities and influencers outside of the gaming world. ITB secured Walking Dead actor Chandler Riggs and content creator Hannah Hart to recount and reflect on their experience playing the game as well as discuss its impact on their own personal and professional lives. The full videos were uploaded exclusively on PlayStation’s YouTube channel and were further amplified alongside the PR kit on the talent’s own personal Instagram and Twitter channels to celebrate the launch.
To help launch the triple-A game, ‘Ghost of Tsushima’, ITB was tasked with building a paid influencer program and global gifting programme. ITB secured to six gaming influencers and expert storytellers to take their audience on a personal journey as they become The Ghost of Tsushima and bring the game environment to life through the creative design and production of a unique gifting kit for a global roster of influencers. The campaign was extremely successful receiving more than 8.2 million impressions and 116K engagements from the talent’s posts which were roughly 18% more than we had initially forecasted. Using social listening tools, we discovered the campaign achieved 96.6% positive sentiment towards the programme and in the influencers posts.