To reach new audiences, we needed to identify a partner as bold and unforgiving as the GOW universe that could speak to our community while also launching us into a new channel. By leveraging music we were able to re-shape how and where content was consumed – we could deliver new music and exclusive content to consumers in a meaningful way and create a vehicle for game fans to discover new music within the GOW universe.

We identified the hip-hop duo Killer Mike and El-P (collectively RTJ) who were starting to shake up the music scene. They shared a similar creative vision, the thrill of creating something, together, as a brotherhood, which aligned with the soul of Gears, which is about that same brotherhood.

Bringing RTJ into GOW4 as playable characters for the first time, and premiering their music gave consumers a new way to interact with their favorite brands.

Summer 2016: Hinting at the partnership, we dropped legacy RTJ music into the first GOW4 online trailer. We then teased fans prior to PAX West (Seattle) revealing the collaboration logo featuring a redesigned RTJ fist and gun logo with GOW’s iconic lancer and omen, marking the first time the brand had altered their iconic symbols.

September 1: GOW4 online gameplay trailer, featuring the world premier of “Panther Like a Panther” from the upcoming RTJ3 album, debuted. GOW4 limited edition clothing with new logo went on sale.

September 3: Killer Mike and El-P held a meet-and-greet at GOW’s PAX takeover of streetwear store BAIT before performing at Bumbershoot Music & Arts Festival.

November 1: Airdrop of RTJ downloadable content including playable RTJ characters released.

December 1: RTJ Game Awards performance (Los Angeles). Attendees received RTJ airdrop; duos world tour with fully wrapped and equipped GOW buses begins.

Driving GOW4 to a coveted Nielsen ranking and RT3 to #1 on the charts the program proved that a strategic partnership with groundbreaking concepts and innovative executions can cut-through the norm and exponentially amplify what one brand can achieve on its own and positively impact what brands can do together.

1. Nielsen Game Rank™ listed Gears of War 4 as the most anticipated game of the year (data and analysis from 3 weeks leading up to launch)

2. RTJ3 reached, for the first time, No. 1 for R&B +Hip-Hop Album, Vinyl Album, & Physical Album

3. Partnership was covered in 174 Top Tier media outlets, 68 of which don’t typically cover video games

4. Partnership garnered one billion earned media impressions

5. Achieved more than $5MM in incremental advertising value

6. Program ROI of 5,000:1

7. Partnership increased consumers awareness and impacted consumer’s ‘willingness to try’ both brands.