Destiny / Last Call
To tease the next Destiny game we got fan-favorite robot, Cayde-6, to recollect his day in the Destiny universe. Aliens invaded earth, our home fell, some finger guns were used, and we got millions of gamers chomping at the bit.
Destiny / DrCrispy93
To get core fans fired up for the latest Destiny expansion we went deep into the community. We created a fake gamer named DrCrispy93 that somehow had access to new levels and gear before anyone else. He mysteriously emerged on forums, creating mass jealousy and speculation.
Destiny / New Legends Will Rise
How do you get mainstream gamers caring about a distant future sci-fi fight? You show them all the things that are at stake.
Because losing the things you love is powerful motivation. (Especially when those things are puppies)