2018 was arguably the most competitive year in the history of gaming. For the launch of Spyro: Reignited Trilogy, we didn’t have the budgets of other blockbuster titles, so we needed to find a unique way for our little dragon to breakthrough.

We brought Spyro, the game’s hero to life as a six-foot flying, fire-breathing dragon drone, and traveled over 3,000 miles to deliver the first copy of the game to one of his biggest fans: Snoop Dogg.

Without the budgets of our competitors, we needed a boost. We discovered global superstar and cultural icon Snoop Dogg just so happened to be one of Spyro’s biggest fans and was awaiting the new game. Snoop also carried tremendous influence with our target audience who were fans of the original game from the 90’s and highly active on social media. Snoop and Spyro formed the perfect pairing to ignite nostalgia and excitement for the game’s return.

Over the course of two weeks, the entire campaign took place in real time on Spyro’s social channels as he made his way across the country to deliver the game to Snoop. Wherever Spyro flew, he uploaded social content for fans to watch and interact with while communicating back and forth with Snoop to update him on his whereabouts. From racing swamp boats to burning scarecrows with real fire, all of the content was designed to engage and excite fans to share for his epic return.

Overall media coverage for the Spyro drone and Snoop Dogg delivery campaign generated more than 286 articles and +215 million total media impressions.

Reignited Trilogy’s launch month dollar sales were 30 percent higher than the launch month sales for all other Spyro games combined.

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

The campaign generated 59.2K mentions and +298.5M potential impressions.

Earned mentions of the brand increased by 935%.

Gained more than 24.4M engagements on Facebook & Twitter alone.