Challenge

Generate awareness to drive pre-orders and downloads of the open betas.

Monster Hunter Wilds is Capcom’s biggest production to date, but with Monster Hunter World being a seven year old title, we had our work cut out to find new and relevant audiences to make aware of this epic new installment.

Our Approach

Develop a tactical paid media strategy that reflected Capcom’s key marketing beats, utilising smaller investments to breadcrumb the way to a big launch.

The first stop on our journey was the pre-order beat. Following the release of their 3rd cinematic and gameplay trailer during the Gamescom conference, we put together a tactical display campaign aimed at MH fans and players to drive awareness of pre-order being available.

Our following key beats in the lead up to launch were the Open Betas, which gave both existing and potential players a chance to roam Monster Hunter Wilds’ immersive world for the first time via a limited access build. Here we began to expand our audience pool in order to drive wider awareness of this amazing opportunity.

In terms of creative strategy, we wanted our key message - REVIVE YOUR PRIMAL NATURE - to serve as an invitation, adjusting the language slightly to be relevant to the audiences our media team were targeting in each beat.

Our Execution

Craft exciting and informative video assets to complement and make the most of our media campaign strategy and investment.

For pre-order we leveraged existing trailer assets as our source material and crafted exciting and polished edits to showcase Wilds’ amazing features to fulfill all placements, respecting Sony’s (Capcom’s strategic partner) brand guidelines in doing so.

For the Open Betas, we took a slightly different approach. With access to this beta being limited to very the weekends and requiring pre-load to play, we knew we had to be extremely informative to maximise player satisfaction, setting them up for a weekend of Wilds fun. Our solution was to find a neat way to provide players with the details and incentives they needed whilst also continuing to showcase relevant gameplay features and environments.

OBT1

OBT2

Coming soon!

With the open betas done and dusted, our sights are now set on launch, and we can’t wait to update you on the amazing creatives we have planned!