By the time SCUF was ready to launch its first pro-level controller for PlayStation5, the demand was incredibly pent up in the core gaming community. Looking back, we probably didn’t have to put much effort into this. But, that’s simply not our style.
We built hype and drove even more demand by creating the “Be unstoppable.” campaign. This fun approach tapped into the idea that our controller was so good, and you as a player were so much faster in game, that the NPCs (that’s non-playable characters, for you noobs) in the game were totally caught off-guard that they were being defeated so quickly.
While that content handled the awareness, we also created all of our usual funnel-driving elements – product landing page to educate, PDPs to purchase, all surrounded by social content to send the SCUF faithful into a heightened frenzy. Our 3D product video, cutdowns for ads, social content, banner ads, and emails all played supporting roles.
And it worked… a little too well. Day one traffic to our website was so high our site crashed. While there’s always a first time for everything, we pivoted quickly to a queueing system and sold out in a matter of hours. As the supply chain woes of COVID-19 eased, the campaign continued to support waves of product drops and the sentiment on social shifted from impatience to excitement for our latest game changer.
Role: Creative Director