Space Invaders -
World Defense AR
In honor of the 45th anniversary of the iconic game “SPACE INVADERS,” the game developer TAITO partnered with Google and production & innovation studio UNIT9 to launch SPACE INVADERS: World Defense, a first of its kind global augmented reality mobile game. In the game, SPACE INVADERS spawn from buildings and rooftops, hide behind structures and hover in the sky, inviting players from around the world to get outside and defend the Earth.
The strategic out of home campaign, led by OUTFRONT XLabs, was designed to get fans excited for the launch and amplify the game play in the streets of New York. We executed the campaign in three phases to drive awareness, engagement, and game amplification post-launch.
The strategic out of home campaign, led by OUTFRONT XLabs, was designed to get fans excited for the launch and amplify the game play in the streets of New York. We executed the campaign in three phases to drive awareness, engagement, and game amplification post-launch.
5.7K+
QR scans from Transit
Source
50K+
App Downloads on Google Play and Apple App Stores
Source
Awareness:
Creative Strategy
Media Strategy
Engagement:
Creative Strategy
Media Strategy
Amplification:
Creative Strategy
Media Strategy
DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.
Creative Strategy
Dynamic Countdowns to game launch interposed with Space Invaders neighborhood-invasion deep fakes + App Store QR link.
Media Strategy
Leverage the entire MTA Network for reach and frequency, building anticipation for game launch and app store waitlisting with commuters daily.
Engagement:
Creative Strategy
Dynamic leaderboards connecting real time scores to digital screens + dynamic wayfinding to move passersby to the TSQ tournament.
Media Strategy
Focus on Liveboard Network at key transit hubs such as Atlantic Barclays, Union Square, and specifically Times Square/Port Authority to promote 2TSQ digital large format activation.
Amplification:
Creative Strategy
Neighborhood specific, dynamic leaderboards connecting real time score to digital screens.
Media Strategy
Focus on digital urban panels situated in NYC boroughs/neighborhoods where shopping, eating and playing are key themes.
DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.