Civilization VII
Building a campaign for the Ages with 2K.
The Background
Civilization VII is a revolutionary new chapter in the legendary Sid Meier’s series, giving you brand new tools to create an everlasting empire. It brings in new Ages of history, with a game-changing mix and match style Leader system. Ever wondered what it would be like if Ada Lovelace led the Roman Empire? You got it.
We began working with 2K in the summer of 2024, with the goal of getting UK content creators talking about Civilization VII ahead of its February 2025 release. Our joint strategy was to create a long-tail, impactful and consistent creator campaign for the best results.
The Activation
Together with the influencer team at 2K Games, we developed a three-phase plan to make sure we were talking to both the devoted UK Civilization fans, and the strategy-curious.
Our core strategy was one of trust. Without the trust of existing Civilization players, this new title, with its gameplay changes and new features, wouldn’t have a foundation to land on at launch. The first phase of the campaign was all about collaborating with creators to translate the developer blogs shared by 2K and Firaxis Games into accessible and entertaining content.
The second and third phases were focused on pre-launch and launch partnerships. This was all about getting our core players in early, and inviting newer, strategy-curious creators in, just as the game hit the shelves. Having a range of experience levels was important – audiences should see themselves in the content they watch, whether they play strategy titles to crush their friends in multiplayer, or for the fun of messing with detailed systems.
In addition to the central launch campaign, we supported the 2K team on a variety of creator activations. This included flying creators for a Firaxis studio visit, booking creators to preview Civilization VII at Gamescom 2024 and organising logistics for all UK creators that took part in the region-spanning Civ World Summit held in Hamburg.
The campaign led to over 12,500,000 views (and counting!) for our UK content, a resounding success for a fantastic title.
The
Results
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They were able to identify the best creators to reach our audiences and ensure locally relevant pieces of content, resulting in an impressive reach. They know what they are talking about, and they are passionate about the gaming ecosystem. The campaign was smooth as they provided all relevant information and insights required during both decision-making process and postmortem analysis
