As the next chapter in the iconic Doom franchise, the game needed a legendary launch. Whilst it was key to drive reach, on a tight budget, there was also a focus on maximising attention to deliver the biggest impact. Cinema’s role was to better target gaming-interested audiences in an attentive environment, with the intention of driving consideration.
Plan
The centrepiece for the campaign was a 60” Silver Spot in Final Destination: Bloodline, although a 30” creative also played in-reel for Until Dawn and Thunderbolts* which were all titles that over-indexed for gaming adjacent audiences. The creative was crafted to ensure that the games’ themes were displayed whilst also celebrating the games’ iconic music and visual spectacle – perfect for the cinema environment.
Results
The campaign was a huge success, with Doom: The Dark Ages performing well commercially.
Topping The Charts
Doom: The Dark Ages debuted at #1 in the charts on release and received huge accolades
Boosting KPIs
Key uplifts across a range of metrics, particularly driven by positive increases for both consideration and purchase intent.
