Phasmophobia Console Launch
Fearlessly tackling the console launch of the hit horror game from Kinetic Games.
The Background
Phasmophobia is not for the faint of heart. With the console launch approaching, we wanted to ensure that horror lovers and the horror-curious knew what was coming: in other words, we focused on awareness. The team at Kinetic Games asked us to spread the news of the console launch, with evergreen content to sustain interest until the second beat of the campaign, for the festive in-game event titled Winter’s Jest.
The Activation
With the game’s popularity on Steam, we focused on bringing in new players for launch. While a certain level of bravery is needed to play, what makes Phasmophobia so engrossing is how interactive its investigative gameplay is. With a new pool of creators, we opened up a whole new audience, showing them what makes Phasmophobia so special.
We targeted a range of variety creators across the UK, France, Germany and the United States, from those new to the game to some who haven’t played it in a while. To highlight cross-play, we put together teams of friendly creators who tackled ghost-hunting and ghost-identifying together. For the Halloween and Christmas events, we built on our relationships with a handful of creators who participated in the console launch, creating longer-term partnerships.
Across the console launch and two follow-up activations, we worked with a total of 42 creators – newbies and experienced paranormal investigators alike!
In total, we generated 3,800,000 views and a staggering 10,000,000 impressions, engaging new audiences, bringing in new players, and having a scarily good time.
The
Results
Their organisation, communication, attention to detail, and seamless collaboration made the entire process smooth and effective. We were so impressed that we’re already working with them again!
