destiny 2 social campaign

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Role: Creative Strategist, Creative Direction
Client: Destiny 2/Xbox

how to you promote a game on xbox that has exclusive marketing rights to playstation?

Unable to use the game name, likeness or any of its assets, we needed to get really creative in how we promoted Destiny 2’s availabilityon Xbox. The solution?

I played off of the well known line in the game’s trailer where the protagonist Cayde-6 mistakely refers to the main atagonist of the game as Gary instead of “Ghaul.”

Using this insider reference, we created a campaign not promoting Destiny 2, but instead the Gary Takeout Team…a official unofficial club dedicated to taking out Gary (Ghaul). By creating custom assets reminiscent of Destiny and a focus on promoting this club, we were able to indirectly promote the game on Xbox without breaking any rules or marketing agreements.

It was the first time the social team and leveraged the use of an Xbox Club and it helped us successfully promote a game we were unable to directly name or use assets from.

 
View of the official unofficial Gary Takeout Team Club page, where members can sign up, post their own Destiny 2 content and interact with other club members. We worked with the Xbox dash team to feature the club on the main Xbox feed when you sign into Xbox, indirectly promoting the game and causing the club to trend.

View of the official unofficial Gary Takeout Team Club page, where members can sign up, post their own Destiny 2 content and interact with other club members. We worked with the Xbox dash team to feature the club on the main Xbox feed when you sign into Xbox, indirectly promoting the game and causing the club to trend.

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Asset used on Xbox’s social channels to promote Destiny 2 and the #GaryTakeoutTeam.

Asset used on Xbox’s social channels to promote Destiny 2 and the #GaryTakeoutTeam.