The Hitman 2 Elusive Target Campaign, led by Yama Studio (formerly Studio QI-NI), redefined game promotions by blending cinematic storytelling with interactive player engagement. Featuring Sean Bean as "The Undying," the campaign leveraged digital marketing and a community-driven voting system, allowing fans to directly impact the game ahead of its release. This innovative approach created a deeper connection with the gaming community, immersing players in the narrative before the game even launched.
Input
The campaign aimed not just to promote the game but to actively involve the gaming community in its narrative. By centering on Sean Bean’s character, the challenge was to create a visually striking campaign that engaged players through a democratic voting process, allowing them to influence the in-game experience.
Process
Strategic Vision:
The campaign used Sean Bean’s inclusion to anchor the narrative and create a personal connection with players. The goal was to invite them to choose an exclusive in-game item through a community vote.Creative Development:
I designed key campaign imagery, social media ads, and YouTube teasers that built excitement around Sean Bean’s character and the Elusive Target concept. Every asset was crafted to deepen fan engagement and anticipation.Interactive Engagement:
The highlight of the campaign was the launch spot featuring Sean Bean, introducing both his character and the voting mechanic. Players were invited to vote on an in-game item via a dedicated microsite, driving active participation.
Output
The campaign culminated with the fan-voted Explosive Pen being introduced into Hitman 2, securing 42% of the votes. This interactive marketing strategy strengthened the bond between the game and its community, showcasing how cinematic storytelling and fan involvement could seamlessly merge to elevate the overall player experience.
