STAR WARS — THE OLD REPUBLIC (Pitch Win)
BRIEF: Launch the new multi–player online game "Star Wars: The Old Republic"
MEDIA: Multi-channel
Whether you support the Republic or fight for the Empire, there has only ever been one side for you. So this campaign was split in two. We proposed communicating with passionate, loyal players directly from their chosen side. Before the game was even launched, the world would be divided.
MOBILE APP
Virtual world domination would be achieved by people who checked in, anywhere in their cities, and claimed that area for their chosen side. Tracking online, fans could see which side was dominating and decide where to strike next.
DIGITAL BILLBOARDS
Interactive OOH would allow fans to bring the battle to the streets. By texting a code for their side, the fight scene could be influenced, ensuring the “right side” would come out on top.
DIGITAL DISPLAY
Even online messaging could be adjusted to ensure people only heard messages coming from their chosen side.
IN-STORE SIGNAGE & DISPLAYS
At POS, this intergalactic battle would rage on. Historic timeline floor mats reminded fans why they chose their side while being led where the game was sold.
PACKAGING
And for all their dedication and loyalty shown throughout the launch, fans would be rewarded with customized package designs.
