Gamers are notoriously hard to reach. 75% use adblockers, VPNs, and most don’t watch TV. But in the world of Ghost Recon Wildlands, more than 13.7 million players use their virtual cars to travel one of the largest game maps ever designed. And in those cars, they listen to the virtual radio of the game.
So we advertised The Division 2 by broadcasting an exclusive audio story to the entire audience of Ghost Recon Wildlands, using the in-game radio, for a total cost of zero in paid media.
“Green Dawn” is a seven-episode narrative podcast set between the events of the first and second Division games, following seven kids trying to make it in a world destroyed by adults and plague. Each episode runs two to four minutes. Green Dawn became the first story to start in one virtual world and end in another.
A media plan that no one could block. An audience that was already listening.
