Kimberly LuuDestiny 2 PC Launch
Challenge
In October 2017, Activision set out to reveal the it’s first ever PC platform launch for Destiny 2, the sequel to its award-winning predecessor, Destiny. The objective was to deliver awareness of the PC SKU and drive unprecedented sales.
Strategy
For the release of Destiny 2 on PC, we activated a multiplatform digital strategy across Google, YouTube, Facebook, and Instagram. We also leveraged CRM data to reach qualified audiences and used a custom 1:1 messaging strategy to drive users down the funnel on Social.
Execution
For our sequential messaging strategy, we first showed our audiences the main Destiny trailer. Viewers were then shown a Facebook image link ad to drive sales, but non-viewers were served custom gameplay assets as a follow-up. Those who did not convert nor view the videos were served a final video trailer. In addition to our messaging strategy on Social, we also leveraged Google to capture intent and YouTube to spread mass awareness.
RESULTS
Not only did the Destiny 2 PC game drove mass awareness (>80% share of voice) and sales, since it’s release on Oct. 24, it:
- Was “the largest PC launch in Activision history” based on units sold – Activision
- Won Best PC Game at the 2017 Game Critics Awards
- Won Best Co-op Game in ‘s 2017 Game of the Year Awards PC Gamer
- Received six nominations at The Game Awards 2017
- Helped make Destiny 2 the second highest-grossing console game of 2017 in North America.
