TAKE-TWO INTERACTIVE PROMOS
Case Study
2008-2009
New York City, New York
THE CHALLENGE
Take-Two Interactive, parent company of Rockstar and 2K, needed to stand out for the launch of new video games in a crowded space.
THE SOLUTION
As part of a team that was contracted to take on the task of building the hype, we came up with a series of promo ideas. For Borderlands, we brought the setting to life in a dingy off-the-beaten-path warehouse. We hosted an exclusive, immersive private event where guests truly felt like they were a part of the game, plus they got to chat with the makers themselves. Social media was hardly a thing at the time, so we used different tactics to extend invites to regular joes/potential fans to the event for a chance to see it all up close, and play the game before everyone else. We partnered with a local Gamestop, so that anyone who pre-ordered the game would get entered to win invites. To introduce GTA to a new platform, Nintendo DS, we came up with promo items, such as Chinese food take-out boxes with fortunes inside, and distributed them to local take-out restaurants to include as a free surprise gift with regular orders. We also branded a batch for Gamestop, to be given out with pre-orders of GTA Chinatown Wars. For Midnight Club Los Angeles, a racing game, we set up demo booths at the DUB Auto Show, one of the most popular automobile tours in the world, to show off the customization capabilities and race tracks in the game. For Beaterator, a music mixing game formatted for PSP (before iPad was born) we featured a content series that streamed live from our premier event in a posh NYC lounge. The stream featured DJs from across the nation to come spin, and interviews with Beaterator's creator, Timbaland, as well as guest interviews with popular hip hop and underground artists, such as Ice-T.
THE RESULTS
Overall, all games were hyped to the max, as desired. They performed well in stores, selling out and gaining high ratings.
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