Best Virtual Reality Role-Playing Game Marketing Campaign
META Quest VR headsets
Unforgettable Campaign for Asgard’s Wrath 2
Asgard’s Wrath 2, the much-anticipated virtual reality role-playing game (RPG) from Sanzaru Games for META Quest VR headsets, has taken the gaming world by storm with a groundbreaking marketing campaign. It has significantly disrupted real-world experiences through an innovative collaboration between META Quest and ad agency BBDO New York. The campaign has mesmerized the real world population through a unique multi-channel approach that introduced elements and creatures from the game into cultural events and everyday life.
Innovative Multichannel Marketing
The campaign kicked off with the release of “found footage” videos that showcased the minions of the game’s antagonist, Loki. The chaos escalated during an NBA game between the Golden State Warriors and the Phoenix Suns, when NBA announcer Richard Jefferson interrupted the live broadcast to alert audiences about a “mysterious portal” just outside the arena. Spectators were treated to a thrilling spectacle as monsters from the game appeared outside the stadium.
Bold Marketing Strategies
In November, a cinematic trailer was released, showcasing Loki’s realm merging with our own through a portal in a girl’s living room. Viewers were transported to ancient Egypt through the magic of the META VR headset. The trailer provided a glimpse into the innovative and immersive experience that Asgard’s Wrath 2 offers.
Game in the Real World
The game’s presence was further solidified at The Game Awards, where Loki’s wrath was unleashed. Voice actor Matt Mercer, who voices Loki in the game, joined host Geoff Keighley on stage to premiere the gameplay trailer. Loki himself made a surprise appearance during the segment, warning the audience of the impending chaos. Attendees leaving the theater were greeted by a mesmerizing 300-square-foot purple portal illuminating the night sky.
Viral Social Media Presence
The campaign quickly went viral on social media platforms, with millions of views on TikTok and numerous discussions on Reddit. Users marveled at the boundary-pushing nature of the campaign, with some describing it as the “future of advertising.”
Expanding Boundaries of Reality
Ricky Bowry and Joe Fox, senior vice-presidents and creative directors at BBDO New York, commented on the campaign’s objective of blurring the lines between reality and virtual worlds. They explained, “As our reality becomes more fluid, and our virtual worlds expand into our real world, we wanted to create a campaign moment that lived in both – disrupting the digital realms as well as the physical.”
Setting a New Standard
As Asgard’s Wrath 2 continues to captivate players and blur the boundaries of gaming and reality, this innovative campaign sets a new standard for immersive marketing in the gaming industry.
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