How might we create buzz and connect fans of the 1995 cult classic anime, Neon Genesis Evangelion (EVA), and gamers of Tencent’s mobile game Code Dragon Blood in a Japan-focused IP collaboration?
We knew that EVA is an iconic anime among Millennials and Gen Z in Japan and also Asia. So it was key to focus on the key iykyk references for the launch to feel authentic for fans and gamers.
And to bring that excitement beyond the game and onto Twitter and the streets of Tokyo.
Blurring the lines between game & reality.
My role
Art Direction, Social Media Strategy
In collaboration with
Felix Cheng, Dani Bogoricin, Xaxist Productions
We blurred the lines between in-game and Twitter by turning the timeline EVA Red alongside the game. The custom built in-app click experience allowed gamers to engage via different creatives as entry points and prompted them to Tweet screenshots of the game experience on Twitter amplifying conversation for the launch.
Takeover of Shibuya, Tokyo
