Events are a pillar of video games campaigns, offering influencers and fans a chance to play prior to release and drive hype.

Our challenge was to take a stale format and reinvent it to deliver an experience that would astonish our attendees and drive scale around the world.

4.2M views across owned and earned media, with a total reach of 575M.

20 influencers participated across 6 markets, generating 2 Twitch livestreams and 21 videos published across influencer channels.

One in seven of all downloads of the beta came directly from Instant Hero content on owned channels.

80 media and influencers attended the preview event from 17 markets, delivering over 85 preview stories and 50 gameplay videos.