Westworld: Build a Better World / WB Games
Submitted By Heat
In the Westworld mobile game, you play the role of an employee who works for Westworld's parent company, Delos. Rather than advertise the game, we decided to treat Delos as a real company and recruited people to join them in building a better world.
Westworld fans are a passionate group that take the show’s fiction very seriously. So much so, that instead of advertising the mobile game, we created ads for Westworld’s fictional parent company, Delos. That’s right, our clients were brave enough to embrace the spirit of the franchise and together we created a mysterious fake advertising campaign for a fake company. As a result, we honored the fiction of the show and let it bleed out into the real world all while never breaking from our story.
We needed to attract both enthusiasts of the show and general mobile gamers. In order to maintain the mystery of Westworld and speak to both groups simultaneously, our challenge was to effectively speak to an audience that doesn’t respond to traditional marketing efforts.