In November 2020, a new expansion called Beyond Light released for Destiny 2. To celebrate this release and to create awareness for the game, we supported Bungie with PR, branded content deals and influencer marketing.
Despite it being one of the most crowded launch windows ever, we secured over 40 reviews in total for the new DLC, including mainstream outlets like NRC, WANT and FOK and key gaming media in the Benelux. We also created a very special buzz kit for Bungie. An important location in the game is the frozen moon called Europa. To capture this atmosphere, we froze Destiny 2: Beyond Light Collector’s Editions into big blocks of ice and sent them to a selection of media and influencers who we know like and play the game. Accompanied with the frozen game were an ice pick, safety goggles and gloves. The results were very cool (no pun intended) to watch, as everybody who received our themed buzz kit posted something on social media!
PSX-Sense and Gamekings created branded content to really emphasise all the new features of the game. Gamegear and 4gamers setup a giveaway for which they built a custom Destiny 2 gaming PC. Influencers Morrog and IssytheOne played the game live on stream, completing the whole campaign of Beyond Light in multiple streams and having a blast whilst doing so. Lekker Spelen announced a restock of their very popular Destiny 2 merch whilst playing the new content. YouTube channel EtenmetNick made several dishes and cocktails from the official Destiny Cookbook to celebrate the release. All in all it was a very diverse campaign which lead to a lot of output.