Brief
To launch our latest product — a premium collectible embedded with the game Tiny Tina's Wonderlands from the Borderlands franchise — we decided to take a leaf out of the meta narrative of the game and have a little fun ourselves.
Concept
With a game about playing a game based on a mini-game in the original Borderlands game, things don't get any more meta than Tiny Tina's Wonderlands. And we thought to take this further by having Tiny Tina run a game to recruit fans.
Tapping on one of the most popular cosplayers in the world, Alodia Gosiengfiao, we set up a Bandersnatch-style interactive video where visitors are put through a series of tests to see if they qualify to win a special reward. We extended the campaign by re-purposing the many humorous moments in the video into memes and social content. And we invited Alodia herself to play the game in a live-stream, converting more fans to the collection along the way.