Still Wakes the Deep
Media Campaign & Influencer Kit
Prepare your trip
To help with the launch of Still Wakes The Deep, the new horror game edited by Secret Mode and developed by The Chinese Room, Carburant helps you packing for your journey.
Welcome to Cadal
We ideated the influencer kit as the hero's bag would contain when arriving on the oil rig managed by the Cadal corporation.
Content of the kit
The main character will face the worst weather conditions, therefore the welcoming back pack contains different typical Scottish accessories (blend tea, socks), a welcome letter from Cadal, an essential Thermos and more importantly, a cassette tape player with the game's original soundtrack, recorded on cassette for the occasion.
Media Campaign
Still Wakes The Deep is Secret Mode’s biggest game within their 2024 lineup.
The Objective was reaching out to the Horror and video game fans, while optimising the budget to adapt to the ongoing sales. We generated awareness and conversion within the targeted audiences, across four key territories : US, UK, Germany, France.
Strategy
- KPI: 87M impressions
Following the game's release, the PlayStation sales ended up being weaker than the PC ones, so the campaign was quickly adapted to target PlayStation users through key partners embedding a rich PS player inventory.
We worked with Fandom and IGN, the entertainment websites millions use worldwide. Through them, we targeted the PS players with display ads and organic social posts through their social accounts, in addition to our social media buying (TikTok, Meta, YouTube) and diversifying the way we were reaching out to the target audience.
Twitch and Reddit were also part of the plan to appeal to the gaming audience with in-feed ads. Twitch-wise, the unskippable pre-rolls were paired with an InSTREAMLY activation, whose nano-streamers enabled the unintrusive video banners directly into streams without interruptions. Overall for great results.
