NieR Replicant ver.1.22474487139 is a game released in 2010 on PS3 which new release on current and new generation consoles was highly anticipated by all fans of the genre. For that, in close collaboration with Square Enix France team, Carburant set up and executed the social ads media plan, from pre-orders to launch with a perfect mix of core and mainstream networks to reach and expand the audience.
To engage the core gaming audience, Twitch and Twitter were our networks of choice . In order to allow the IP to reach a wider audience, we selected the augmented reality for Facebook / Instagram and Snapchat campaigns.
Carburant developed a dedicated filter based on cult character Emil (aka Number 6) from the license.
This filter was shared with all streaming partners when the game launched and available via the Snap Camera.
A sponsored campaign on Snapchat massively engaged Gen Z.