BBDO and Meta collaborated to build a FOMO-inducing integrated campaign to launch Meta’s Asgard’s Wrath 2, the largest Virtual Reality RPG ever made and a game IGN gave a rare 10/10, characterizing it as “a landmark game-changer that only comes around once in a blue moon.” Loki, the mischievous deity, unleashes mayhem throughout the realms via a series of cosmic gateways in the game. By interrupting major cultural events and concentrating customers’ attention on Asgard’s Wrath 2, we hope to transfer that instability into the real world.
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The game officially debuted on Friday, December 15th, but the pandemonium began a few weeks ago when ‘discovered video’ of Loki’s henchmen began emerging on social media. Soon later, similar mayhem disrupted the Golden State Warriors vs. Phoenix Suns game, which was being broadcast live on ESPN. The NBA announcer, Richard Jefferson, told a broadcast audience that a’mysterious vortex’ had emerged just outside the Footprint Centre in Downtown Phoenix – and then showed them the horrific scenario unfolding outside the arena as monsters from Asgard’s Wrath 2 overrun reality.
The plot thickens with the release of a reality-blending movie trailer. As a gateway opened in the protagonist’s home room, Loki’s domain joined with ours, and she donned a Meta Quest 3 to go do battle. They’re instantly thrown into the exciting action of Asgard’s Wrath 2, evading creatures in ancient Egypt as the trickster god Loki looms above them, attempting to destroy reality.
Finally, Loki’s anarchy expanded to The Game Awards, both inside and outside of Los Angeles’ Peacock Theatre. During the event, Matt Mercer (the voice of Loki) joined presenter Geoff Keighley on stage to introduce the World Premiere of our Gameplay Trailer… until Loki himself gate crashed the section, warning of his imminent mayhem. As spectators exited the Peacock Theatre, a massive 300-square-foot luminous gateway burst apart the Los Angeles skyline, revealing Loki and his creatures. The gateway, which filled up the night sky with a rich iridescent purple glow, seemed so lifelike that most people who saw it online concluded it was computer generated.
With hardly any paid support, this stunt got over eight million views in less than a week and caused a wave of conversation online from gamers and non-gamers alike – going viral on TikTok and becoming the subject of multiple Reddit threads all praising the campaign and building hype for the game launch. Some even said we ‘hacked the matrix’ with this one. Others said this looked like the ‘future of advertising’.
