PlayStation 'The Last of Us'

Building Hype for a Highly Anticipated Game

PlayStation sought to leverage the deep passion of gaming fans to build hype leading up to the launch of the publisher’s most highly acclaimed game ‘The Last of US’.

Illustrating Impact Beyond The Game With Long-Form and Short-Form Content

PlayStation designed 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 and discuss its impact on their own personal and professional lives. The full videos went live exclusively on PlayStation’s YouTube channel and were supported on the talent’s own personal Instagram and Twitter channels through a included PR kit to celebrate the launch of The Last of Us Part II.

Instagram Engagement Rate
Positive Audience Sentiment

Positive Sentiment During Uncertain Times

The campaign garnered strong viewership and engagement with positive sentiment despite running in the midst of the both the COVID-19 pandemic and the rise of the Black Lives Matter movement in the United States.