The world was just plain tired of zombies. We survived World War Z. 28 Days came and went. we just no longer feared the Walking Dead. Video gamers were even more jaded. They’ve been inundated with zombie game after zombie game for years, from Resident Evil to Plants vs Zombies.

Enter State of Decay 2. Yet another zombie game. And a sequel. And it was making the leap from a small indie game (for $19) to premium Xbox exclusive (for $30). And it wasn’t your typical first-person-shooter. In State of Decay 2, you don’t just battle zombies, you manage resources and a community of survivors. Sounds more like a middle management job description than an exciting video game.

Our challenge was to get gamers excited about a little-known indie game sequel in an over-saturated genre.

We built a campaign to drive awareness, purchase intent, and ultimately beat Xbox’s sales goal.