The Challenge
It had been 7 years since 2K announced a numbered Borderlands sequel. With the launch of Borderlands 3, 2K sought to gather the next generation of influencers and media to attend a hands-on gameplay reveal, ushering in a new fandom for the Borderlands franchise.
The Solution – How We Uncomplicated the Complicated
Vetting thru influencers we have relationships with – Access conducted careful research to identify those who would be most likely to resonate with the title, as well as up-and-coming content creators. Beginning with established media and influencers who act as tastemakers among the community, we provided game teasers, exclusive invitations, and bespoke gear to the 800 curated attendees – which created socially sharable moments driving online conversation in anticipation for what was next…
Access created and unveiled a massive hands-on gameplay event in Los Angeles – we handled all accommodations for each of the 800 guests – ensuring a white-glove service from start to finish. Attendees were the first people to share their Borderlands 3 experience with their audiences and the world.
Results & Impact
The event trended as the #2 Topic on Twitter and was the #1 Streamed game on Twitch, with 490K concurrent viewers and 1MM hours watched. In one week influencers generated 27MM+ YouTube views; 504 articles were generated in the Americas, including Newsweek, Mashable, Forbes and IGN.