Bethesda Game Studios (@Bethesda_UK) was launching RAGE 2 (@rage), an engaging and accessible game of bold, bright colours and over-the-top mayhem. The developer wanted to convince its gaming audience of 18- to 44-year-old males to jump in and play, even if they hadn’t played the original RAGE from back in 2011.
@Bethesda_UK turned to Twitter, where it could show off videos of RAGE 2 gameplay to an engaged audience, and target them with a range of fun and disruptive creatives to reflect the spirit of the game.
@Bethesda_UK’s strategy was based on disruption in order to ensure gamers would pay attention and engage with the @rage campaign. It used tongue-in-cheek copy and provocative, eye-catching creative.
It targeted males aged 18 to 44 who follow FPS (first-person shooter) game accounts, but narrowed this broad segment by skewing away from the typical Call of Duty fan, and towards more post-apocalyptic, dystopian titles.
Promoted Video made up the backbone of the RAGE 2 campaign, showing off in-game weapons and abilities through short, snappy gameplay videos.
On the eve of the game’s launch, @Bethesda_UK built mass awareness and anticipation with a @rage First View. This ensured that a video from the @rage campaign was the first people saw in their Twitter timeline across the UK, for 24 hours.
Playing up its disruptive and provocative style, the RAGE 2 campaign used other Tweet formats to its advantage. @rage ran Twitter Polls on the theme of “Anarchy in the UK”, Website Cards as part of its “BIG F*&KING THINGS” activation, and a couple of Promoted Tweets with “magic eye”-style images. These were remarketed to users who had already been served at least one gameplay asset.