// HYPER ISLAND STUDENT PROJECT - CONTENT STRATEGY //

CYBERPUNK 2077 + BANDAI NAMCO - A GENRE BENDING VIDEO GAME COMBINING RPG, FPS + OPEN WORLD, AND IT’S NORCIC DISTRIBUTER.

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BRIEF

Bandai Namco Sweden have the “physical product” distribution rights to the much anticipated CD Project Red game Cyberpunk 2077. We need to get real people into real stores upon release, creating sales for the physical product in the Nordic region.

GOALS:

  • Create hype in the lead up to the release of CYBERPUNK 2077.

  • Maintain a sense of curiosity and ‘FOMO’.

  • Engage people in physical spaces and online communities.

  • Incorporate the use of a custom-made CYBERPUNK 2077 App.

TARGET AUDIENCE: Hit buyers in the Nordics, people who only buy the top games 1-3 times a year.

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SOLUTION:

  • Creation of the hashtag #NC20CP77 to appear in every piece of content.

  • A guerrilla marketing campaign - glitch videos taking over Clear Channel screens in central squares and transit stations, across cities in the Nordics. Each glitch video reveals a ‘hidden’ code and hashtag.

  • A3 posters pasted across the city, hiding secret codes that unlock different prizes.

  • Shout outs by pro-streamers on Youtube and Twitch.

  • Creation of an AR app that can be used to scan the hidden codes in each piece of content. Users then save the codes in the app, collecting them to be eligible to win prizes.

  • The final code will be revealed on release day in every physical store in the Nordics where the game is sold.

    The campaign will run over a period of 6 weeks before the release of Cyberpunk 2077.

    CONCEPT VIDEO

TEAM

My role in this project was Creative Director and Concept Developer, I also created mock ups for offline material.

Isabelle Öhman Cirillo - Project Manager and Strategy
Paul Adamah - Content Producer
Molly Kvarnbäck - Content Producer
Marcus Johansson-Holm - Content Producer