To stand out amongst a lot of other first person shooter games on Playstation 4, rather than the usual broadcast communications we wanted to specifically target influential gaming journalists and bloggers with an experience, not just an ad.

We worked with Uber to create an opportunity to share an experience with this audience. Using Uber’s database we were able to direct the experience towards a finely defined audience.

One of the key aspects of the game is its setting - an incredibly immersive futuristic vision of Neo-Victorian London. A world where historic London has futuristic technology and weapons. We wanted to let our audience experience this merging of the past and the future while allowing them to experience and sample the game. We worked with Uber to gain access to their database and developed methods of customising the app to bring the promotion to life via the Uber app.

We custom designed new icons and elements to be presented inside the Uber app to our audience.

Our target audience was offered a unique code via the app to allow them a mysterious experience when ordering an Uber over one night.

The promotion took place on the night of 25 February 2015.

The campaign was monitored and ran to plan. It was not adapted at any stage.

The all-important gaming media, blogs, and fan websites had all but ignored the impending launch of The Order : 1886.

It was just another game in a cluttered market.

72% of the codes distributed via Uber to our audience were used to access the experience.

This activity gained immediate attention and saw an increase in coverage on all the sites monitored by PlayStation NZ. This resulted in an increase of pre-orders and game reviews.

Gaming journalists and bloggers, unaware of the game were now aware via the activity and communicated this positively in turn to their audiences.