THE ASK
Propose creative marketing strategies to drive organic engagement & secure PR moments within Chimera’s full strike plan. Tap into the deep-rooted nostalgia of Black Ops 2 while amplifying the key elements Chimera & the Black Ops legacy.
THE CREATIVE ROAD MAP
This campaign merges next-generation warfare and futuristic mind-bending technology with the nostalgia of Black Ops’ past. It will explore humanity’s desire to reshape and curate reality itself. Through a mix of experiential activations and super viral digital programming, Chimera will dominate gaming culture headlines all over the world.
UNDERSTANDING YOUR AUDIENCE
PREMIUM PLAYERS: PRIORITY
Engage and reward the biggest fans with immersive engagement, exclusive swag, and the easter eggs that will make them smile.
NEW PLAYERS: SECONDARY
Grab their attention through culturally relevant activations and digital programming everywhere they consume content. Their timelines will be filled with Chimera.
LAPSED/CHURNED PLAYERS: SECONDARY
Renew their excitement for the new game by blending nostalgia and BO2 legacy into the campaign. Speak to the reasons why they played BO2 and bring them back into the fold.
THE CONCEPT
Weeks before launch, we launch a short-form video campaign where we are introduced to each of our zombies and learn about their hopes & dreams.
The opening videos set the tone as we watch them hungrily devour parts of a human (The Replacer)—only to have their feast abruptly interrupted. The table swiftly moves away, and with an apologetic grin, one of them casually remarks, "So sorry about that."
Closer to launch, our zombie friends’ wildest dreams come to life in pop-up immersive experiences spread throughout the country.
But, be careful. Who is behind these? And is any of it even real?
BROADWAY PLAY EXPERIENTIAL | DARKNESS OVER THE FRONT
David’s dream is to star in a smash-hit Broadway musical. Transporting himself into a character is his escape from the redundancy of daily life.
Introducing DARKNESS OVER THE FRONT; a limited-time only musical trip down memory lane, following the legacy of Black Ops to 2035. With a slight twist to the story highlighting how much “good” The Guild has been doing. David’s performance is met with glowing reviews. The New York Times is calling it “iconic, mind-bendingly entertaining, unreal.” But, are those reviews real? Who is behind this musical? From playbills to the stage, the musical goes live for one night - headlined by Lin-Manuel Miranda who we find out took a payout from The Guild.
BAKERY AND SWEET SHOP EXPERIENTIAL | 7TH HEAVEN BAKERY
James has always had a knack for the culinary arts, when not feasting on human body parts. Baking helps him escape the vanilla spreadsheets of accounting. Step inside 7th HEAVEN BAKERY; where you cannot believe how good everything tastes! Inside the shop, nothing matches the description on the menu. The menu changes constantly, glitching to different recipes. The service is terrible. It is molecular gastronomy mixed with culinary deception. We invite food influencers and food critics to publish reviews and stream their experiences. They all seem to love it so much, but the public doesn’t get the critical hype. Later the public finds it’s all a front to raise funds for The Guild.
NFL SUPERSTAR EXPERIENTIAL | 7 ON 7 DRILLS
Mikey is the jock of our zombie group. Football has always been his physical escape, where he can harness all of his pent-up aggression. We see him training in short-form vignettes, completing 7 on 7 drills in pickup games, hoping he’ll get spotted by an NFL scout. Fast forward to Thanksgiving, Mikey is inside Cowboys stadium. He runs onto the field, trying to catch his moment of glory. After evading security, he reaches the end zone, rips off his jersey to reveal a mysterious logo (THE GUILD). This moment is staged, deceiving football fans everywhere. Now, back to the game.
