Gaming

The Callisto Protocol

Situation

Skybound Games partnered with KRAFTON Inc. to publish the horror game, The Callisto Protocol, from the team that created the critically acclaimed Dead Space franchise. Six months from the launch, the head of global social strategy left the project, and I was tapped to hit the ground running and launch the AAA title globally.

Objectives

•Create unified content strategies, inclusive of all channels and across paid, owned and influencers.

•Identify gaps from prior lead and rehaul social strategy.

•Identify creator economy opportunities and launch partnerships with influencers in gaming, professional sports and popular culture.

•Deliver global content to global teams, working in tandem with localization experts.

Strategy

•Realign marketing team to streamline access to brand managers, agencies and dev team to cultivate a holistic approach to content.

•Establish new publishing cadence and introduce new channels including TikTok.

•Work with talent and their teams to collaborate and amplify all content focused on their characters and BTS content.

•Partner with IGN, Xbox, PlayStation, NFL superstars, Twitch streamers and advertising agencies to maximize reach of content (including special live-action commercial during NFL game on Thanksgiving).

Strategy

•Shift to a video-first social strategy with increased post cadence, direct publishing of trailers on social channels, and circling back on prior misses.

•Emphasis on partnerships: Opened communication with partners including talent, publishing partners, and collaborators/influencers.

•Refocus on Community: Fired the SMS/Community initiative back up to gain/engage with the most hardcore fanbase and noisemakers.

•Social support on major activations: Along with specific social initiatives, I also launched support campaigns for the biggest launch activations.

Social Creatives

The Tools

This social series gave fans an in-depth look at the tools they’ll need to survive.

Watch Clip
Moonsetters

With these animated cinemagraphs, we teased the various locations players may visit throughout their playthrough. From prison cells to the sewers that run beneath them. To the living greenhouses and the dead moon itself. Fans saw how diverse and visually stunning Black Iron Prison and the moon of Callisto will be.
Join the UJC (SMS)

A UJC point of view/inside look into Black Iron Prison in which Captain Leon (Sam Witwer) narrates new information on a week by week basis, highlighting the Biophage, his character, and the Outerway.
To The Core

These static and motion pieces dug into the details of Callisto. From the rock types to the formations. The climate and possibility of water.
Video-first Campaign

Shift to a video-first social strategy with increased post cadence, direct publishing of trailers on social channels, and circling back on prior misses.

Watch Live Action TV Spot
The Enemies

With this social series, we took fans behind the scenes, giving them a in-depth look at the terrifying creatures, world, characters come to life.
Warning Feed

With these custom AV pieces, we teased the horrors unfolding within Black Iron Prison with warning feeds that lead into brutal gameplay.

Watch clip
Prison Memos

With this series of quotes heard throughout the game, we highlighted specific lines of dialogue that hint at what’s really going on within the rules of Black Iron Prison.

Partnerships

IGN: Mastering Horror

Partner with IGN on horror docuseries, Mastering Horror, including talent, devs and horror filmmaking legends.

Watch Episode
Rebel Ventures: NFL Stars

Partner with Rebel Ventures for NFL athlete campaign starring George Kittle, Von Miller, Darius Slay and more
Helix Station Podcast

Partner with GDP to release audio series, Project Helix, to add narrative to TCP launch.
UMG: KingsElliot Song

Partner with Universal Music Group for social promotion of The Callisto Protocol soundtrack and title song by artist Kings Elliot.

Listen Here
Talent Partnerships

Partner with cast to promote the game on all personal channels.
Platform Partnerships

Partner with Xbox and PlayStation for social amplification and promotions.
Twitch

Partner with Twitch for exclusive skin drop.
Influencer Collaborations

Partnered with wide array of streamers and influencers in the space for social content.