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Destiny 2 – Battle of the Clans

Destiny 2 – Battle of the Clans

Activision Blizzard

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Destiny 2 is a futuristic online-only multiplayer first-person shooter video game, developed by Bungie and distributed by Activision. Players travel through the solar system, fighting the Red Legion army to recover their stolen power, needed to protect Earth’s last safe city. The latest expansion, named Forsaken, was released on 4 September 2018. This expansion saw the introduction of the new PvP (Player versus player) mode Gambit, a best-of-three rounds mode that combines both PvE (Player versus Environment) and PvP. Two teams of four players duel it out in a competitive PvEvP game.

 

Glasnost was asked to create a unique campaign concept for the release of Forsaken. Destiny 2 received positive reviews upon its release, but two subsequent (smaller) expansions were not as well received and many fans lost faith in the game. The large Destiny community is not a very visible one and few content creators stream the game through social channels such as YouTube and Twitch.

Objectives

  • Win back the trust of the Destiny community
  • Generate media enthusiasm for Forsaken
  • Involve creators in the franchise

Strategy

Before starting the campaign development process, we thoroughly researched both the game and its community. After traversing half the solar system and slaying thousands of enemies, it was obvious that this is a game that revolves around its community. The players explore the environment together and fight side by side to defeat the enemy. This can be done in clans of up to 100 players who band together to get access to special missions, perks and rewards. Each clan has its own banner and members stay in close contact through social media and various online forums.

 

To win back its trust, we decided to celebrate the Destiny 2 community with a special event that would rev up clan rivalry and give players a platform to express what the game means to them. We knew of several creators and journalists who were active clan members, which made it a perfect opportunity to involve them directly. To widen the reach of the campaign, we sought cooperation with Sony Playstation and Game Mania.

Execution

The execution was divided into two parts: a web series to introduce the six different clans who would play the game and the subsequent Battle of the Clans event. Participation in Battle of the Clans was open to Benelux clans, who could then nominate their four strongest fighters to represent the clan. The battle for the title of Best Clan of the Benelux was fought in Pakhuis de Zwijger in Amsterdam.

 

The web series we created as a run-up to the Battle was produced with Destiny’s social channels in mind and gave the players of the six clans the opportunity to introduce themselves and their clan to the audience. The fact that–despite having played the game together for years–some of the players had never met face-to-face, made for great video content. These videos were shared with the media, who then reposted them on their own channels.

Results

  • Highest organic reach on Facebook in a single week during 2018.
  • Engagement through Facebook more than doubled during Battle of the Clans.
  • Reach: 2,000,000+.

Credits

Content Creative en Innovator:
Account Executive:

Result

2,000,000+Reach
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