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Travel the Realms
Amplify + PlayStation capture the imagination of God of War fans...
Challenge
Amplify was tasked with igniting global anticipation for the latest God of War instalment: God of War Ragnarok. God of War Ragnarok was the latest game in the franchise and is set three years after the first God of War. So it was highly anticipated by gaming fans as it reintroduced a new character, his son Atreus, who joins him once again for the mythical journey and helps him defeat enemies along the way.
Insight + Strategy
With this campaign we wanted to express the narrative themes of exploration of self, family and destiny - through stand out experiences that could scale across territories, driving fame and reaching beyond core gamers, into the cultural mainstream aiming to intercept people in their everyday life.
We knew we needed to create an immersive experience that transports action gamers into the heart of Norse mythological realms and the chaos of Ragnarök. This challenge demanded innovative strategies to captivate a diverse global audience, seamlessly merging gaming technology with the epic narrative, and surpassing the high expectations of dedicated fans worldwide.
Solution
Travel the Realms
We transported audiences around the world into Fimbulwinter with immersive, exploratory OOH media takeovers.
We brought the in-game environments into our world for commuters and fans to travel across 26 locations in 14 different countries, to explore and get excited about the release of the game.
From train wraps to station tunnel takeovers to special build props, we worldbuilt around the IP, bringing the otherworldly magic of the realms to stations across the world, before inviting players to follow in the footsteps of protagonists Kratos and Atreus and ‘Travel the Realms’ across 4 of the different game Realms - Midgard, Svartalfheim, Muspelheim and Niflheim each with its own unique environment.
14 countries
participated in the campaign
26
locations
8.4M
online impressions
5M
video views
777K
social media engagements