ACTIVISION: Spyro Reignited Trilogy

With the launch of the remastered Crash Bandicoot in 2017, Activision saw huge success in the retro games category.

In 2018 they were set to launch another retro game juggernaut -- Spyro.

Hoping to mirror the success they’d seen on Crash, just the year prior, Activision knew they had to do something that would break through.

However, this launch was faced with intense competition. They were set to launch with the murderers’ row of gaming (Call of Duty, RDR2, etc.) and they were set to do so without the competitions multi-million dollar production and media budgets.

How could we mirror the success we had seen the year prior and achiveve break through in a year of huge blockbusters?

We did what everyone, including the FAA, Homeland Security, a handful of lawyers and numerous state fire marshals, said we shouldn't.

We built 6-foot, fire breathing, flying dragon drone and flew him across the country to deliver the first copy of the new game to an old friend...

Spryo kicked it off by taking over his social channels.

Then dropped a mysterious teaser...

The rest played out in real time on Snoop and Spyro’s channels. Capturing content along we documented Spyro’s journey and released it in real time.

When Spyro got to LA he delivered the game and got a little gift himself.

Fans and the media loved it.

Results:

Launch month dollar sales were 30% higher than the launch month sales for all other Spyro games combined.

Spyro: Reignited Trilogy topped the UK sales charts on launch week – outpacing behemoths Red Dead Redemption 2 and Fallout 76 to take the top spot.

Overall media coverage generated 286+ articles and 215M+ total media impressions.

Generated 59.2K mentions and over 319M+ organic impressions.

Earned mentions of the brand increased by 935%.

Work