Activision: Destiny 2

Destiny 2, the sequel to internationally acclaimed Destiny, was set to be one of the biggest gaming launches of 2017 and Red Consultancy was tasked with securing blockbuster PR results.

Throughout all stages, we managed a busy press office proactively revealing key milestones such as the official logo and trailer as well as responding to media enquires. Through a mixture of creative ideas and innovative stories, we ensured editorial coverage landed across a range of consumer media channels including women’s, sport, showbiz and tech pages.

To further help build hype ahead of the launch, we worked with media partner UNILAD to create a four-part video series showcasing the different Destiny player classes. These light-hearted videos featured comedian Thomas Gray and Destiny 2 ambassadors: Tottenham Hotspur and England footballer Eric Dier, world heavyweight boxing champion Anthony Joshua and grime star Lady Leshurr.  The content was hosted on UNILAD’s Facebook channel and amplified by the talent, collectively generating over 8 million views.

The exclusive launch event saw over 200 media, celebrities and the gaming industry enjoy gameplay set-ups alongside an evening of hospitality.  We co-ordinated key aspects of the event including managing the guest list and working with Destiny 2 ambassadors and invited celebrities throughout the evening to maximise media and content creation opportunities.

The campaign generated hundreds of pieces of coverage with ambassador interviews generating a reach of 43 million alone.  It also generated a massive amount of social content and excitement with the hashtag #Destiny2 achieving a reach of 15.5 million on Twitter in the UK in the first 24 hours.