CASTING A SPELL OF REINVENTION

A one-of-a-kind gameplay experience cloaked in the seemingly familiar world of dragons, knights, and magic, DRAGON’S DOGMA presented a unique challenge for PETROL. The space of open-world fantasy RPGs is a vast one, populated with many IPs that share a similar aesthetic. Our job was to communicate that point of differentiation as concisely and compellingly as possible to help set apart DRAGON’S DOGMA from the fray and ultimately drive sales. Through a fully integrated, holistic campaign that included a massive social media push, interactive apps, original animated videos, key art, and packaging, we pushed the boundaries of the genre and demanded consumers recognize a new IP.

Utilizing Facebook as our main canvas, with the support of YouTube and two dedicated Twitter feeds, we created a social media campaign for DRAGON’S DOGMA that was instrumental in transforming it from a new IP with zero brand recognition to one of the hottest titles of late spring. Through macro-engagements on Facebook such as a fully interactive map, a three-part digital comic book and a customizable character photo app, as well as micro-engagements such as multiple daily updates, personalized interactions and contests, we created a destination that has resonated to the tune of over 20,000 users with thousands of them actively engaging with the community every day.

PETROL created original illustrations and writing, then designed with exclusive in-game assets, and built an Interactive Map that educated our Facebook community about the different areas of DRAGON’S DOGMA. Through tiered releases each week, we would showcase unique locations, each described by an actual character from the game’s universe.