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Category
Experiential Advertising / Guerilla
Annual ID
150753A
About the Work
The Problem: Destiny was the biggest game release in history. But PlayStation had paid millions for a Destiny marketing exclusivity deal. It gave the wrong impression that Destiny was only on PlayStation. Xbox was left out in the cold, not allowed to advertise the game at all. The Idea: We didn’t advertise the game. We created a product with the same name - “Destiny. The New Fragrance By Xbox”. We launched with a microsite, social and Blippar-responsive print, which all revealed a message about why we had to go guerilla, and linked to purchase Destiny bundles. The Results: 72 million media and 250 000 social media impressions on day 1. $6000 paid media led to $3.8 million earned media. On 0.1% of PlayStation’s budget, Xbox got 50% share of Destiny sales. And thanks to Destiny bundles, Xbox One consoles outsold PS4 for the first time. All without advertising the game.
2015 Awards
Total Points: 5
Merit
Credits
Agency
McCann London / London
Art Director
Jamie Mietz
Thomas Ilum
Alejandro Lamas
Roberto Fabre
Chief Creative Officer
Rob Doubal
Laurence Thomson
Creative Director
Sanjiv Mistry
Jamie Mietz
Thomas Ilum
Designer
Michael Thomason
Carl Warren
Photographer
John Martin
Programmer
Andrei Andreescu
Writer
Sanjiv Mistry
Jess Mallett
Digital Artist / Multimedia
Rob McDonald
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