Prey 2
Introduce a new hero.
AGENCY: Trailer Park / goodness Mfg.
PROJECT: Build anticipation for the E3 official announcement of Prey 2.
CONSUMER PROBLEM: Prey 2 is about a new hero that the consumer had no reason to be excited about.
RESULT: We created a teaser that helped explain the backstory of the game’s new hero and a trailer for E3 that demonstrated how the mission had evolved since the first Prey. As a result, the teaser won the attention of gamers across the globe, generating a ton of industry press buzz for the E3 trailer reveal along with critical praise including a Clio award.
seeding the teaser.
We first leaked the teaser by sending cracked smartphones to industry insiders and influencers in sealed evidence bags. Each device contained the final moments of a missing plane that is abducted along with our hero character.
