DARK SOULS wanted to hang their hat on being the most difficult-to-beat game of the year. Because this message could have ended up feeling very core and exclusionary, PETROL sought ways to present DARK SOULS as the challenging, but also badass and fun game that it is. This strategy resonated with gamers of all kinds and paid off in spades with over 1.5 million units sold.
PETROL brought DARK SOULS into the light by portraying the souls themselves with eye-catching bright blues contrasted with a player character heading into battle.
“YOU MIGHT MAKE IT BOY, BUT BY THE SKIN OF YOUR TEETH...” The thumping drumline of the Bartholomew track hand-picked by the PETROL AV squad helped make this DARK SOULS trailer one of the most talked-about of the year.
For this collector’s edition tin, we expanded our signature look to make an elegant, powerful offering with the power to stand up to the bigger budgeted games that were supposed to dominate the season. Namco utilized the awesome design as a free incentive for all pre-orders, helping it sell out quicker, and become one of the more successful collector’s editions of the year.
PETROL created high impact, premium ad units with rich media animation to bring the world of DARK SOULS to life, while reinforcing the messaging of imminent death. These units were key in creating a brand ID that was more cinematic than what most gamers associate with other JRPG games. Through its online advertising, DARK SOULS sliced out a class of its own.
To make a lasting impression at point-of-purchase, PETROL utilized the imposing figure of the crow to emphasize suspense and challenging nature of the game.
