Context
After a successful pitch, Don't Nod, the publisher behind the critically acclaimed Life is Strange, entrusted Biborg with a crucial mission: to craft a captivating social media campaign for their new title, Lost Records: Bloom & Rage. This vibrant, emotive game called for a campaign that would resonate with fans while building anticipation for the release of Tape 1 on February 18th. Biborg, working in concert with Don't Nod's in-house social creative Teams, delivered a symphony of engaging content that hit all the right notes.
The challenge
Biborg had to adopt the codes of the community and understand what fans wanted to see on social. A lot of content had already been published and the game’s Instagram, TikTok and X accounts all boasted highly engaged communities.
Creatively, we had to push the bar to make sure we came up with strong community ideas that Don’t Nod’s in-house creative team hadn’t already thought about.
Our Approach
Our first phase started in December and was mainly articulated around the theme of ‘Rage’. Teasing the mystery of the Abyss, we created a suite of assets which served to amplify the game’s intriguing lore by integrating glitches in the creative as well as the copies.
We also play on trends to release assets which we knew were going to drive conversation, such as the ‘1995 Wrapped’ carousel, directly inspired by everyone's favourite end-of-year activity: Spotify Wrapped.
Fans loved it!
Our second phase began in January and was based on ‘Bloom’. Being more focused on game USPs and lore, it all kicked off with the release of the game’s official anthem: See You in Hell by Nora Kelly.
Ahead of the song’s release, we teased the community and invited them to nostalgically share their own teenage band names.
And then we went ahead by showing off the game’s strong visual identity and super cool features that can be explored throughout the gameplay.
Results
Our team of social creatives leveraged their deep understanding of the game’s universe and aesthetic, while cleverly doubling down on current trends when the opportunity arose. Biborg produced a vast array of content (static / videos / gifs) that have been posted as in-feed, Stories or Reels. It totals no less than 30 original pieces per month to post on their Instagram and TikTok accounts plus 20 adaptations for X and YouTube.
The hype around the release of Lost Records: Bloom & Rage is real and we couldn't be more proud to have participated in generating conversations among fans on social media.