For the highly-anticipated launch of PlayStation's The Last Guardian, fans are engaged through content designed to support core themes from the game.
First, a series of “Behind the Screens” social posts gives fans a peek at the movie-like development process of the game by featuring never-before-seen concept art and storyboards. The posts generated 6.6M impressions, with 523k engagements.
To reinforce the theme of friendship, a simple, anime-style digital comic appeared exclusively on social channels. The comic yielded an engagement rate 159% higher than typical content.
To appeal to the audience’s sense of wonder, a unique “Papercraft Illusion” allows fans to craft their own optical illusion model, where Trico appears to turn his head to follow you around the room, just as he does in the game.
To underscore the game’s puzzle-solving mechanics, a Messenger Bot experience teaches fans how to “Train Trico”. The bot takes fans through several themed stages, as they learn more about the mythical beast.
Players are rewarded with a special Sticker Pack that can be used across chat platforms. Over 13,000 unique users enjoyed the bot experience, sending nearly 500k messages and yielding 84k CTA clicks.