Alan Wake II – Influencer PR Campaign
An award-winning Interactive influencer campaign
THE PROJECT
Alan Wake II is a survival-horror game developed by Remedy Entertainment and published by Epic Games Publishing.
To generate buzz ahead of the game’s release, Epic Games partnered with TAKEOFF to create a unique and engaging influencer package with an air of mystery tied into the game's lore.
The pre-release campaign was planned to go out over four ‘beats’, with each content creator creating a video for each beat, engaging audiences and building hype for across multiple weeks.
Key skills:
Initial idea generation & concept
Client: Epic Games / Remedy Entertainment
Agency: TAKEOFF Studios
THE SOLUTION
I was involved in the early stages, leading the ideas generation workshop that created the foundational concept of the kit. Together, we conceived a murder mystery package that influencers and streamers could get hands-on with, using real-world puzzles to build suspense and connect to the game's lore.
The recipient assumes the role of a "rookie" Special Agent at the Federal Branch of Inspection (FBI), tasked with investigating a case in an alternate reality. To enhance engagement, investigation documents were split across three boxes and sent roughly a week apart, allowing content creators to build anticipation and involve their audience in unravelling the mystery.
My suggestions of the cypher, newspaper clippings, UV writing, evidence polaroids, and FBI file case packaging were included in the final product, and I handed over the design of these items to the design team.
The campaign went on to win an MCV Develop 2024 award for Media Campaign of the Year.
Screenshots taken from content uploaded by @AlyskaPlays, @Seroths, @PepeelMagoJuega, @MattHooman, @irchgaming, @Tupakkalakko
