Brought back a childhood hero by doing what everyone, including lawyers, law enforcement and fire marshals said we shouldn’t do - by turning him into a flying, fire-breathing dragon drone and having him fly across the country to deliver the first copy of his new game to Snoop Dogg. The entire journey played out between Snoop and Spyro live on Twitter and IG. Following its release Spyro to Snoop made the Cannes Outdoor Shortlist for Technology and was awarded a Bronze Clio.
We launched the campaign with a fiery teaser.
Snoop responded and the journey began.
We started at a castle in New York.
Burnt Toasty The Scarecrow modeled after a villain from the game.
Raced a fan boat a spooky swamp.
Roasted some BBQ in Tennessee.
Terrorized some poor sheep in Missouri.
And a lot more anarchy along the way, including a long time fan to get a Spyro tattoo.
All culminating in the game delivery to Snoop in Los Angeles.
And the internet fucking loved it.
Creative Credits:
Agency: 72andSunny
Ben Hodgin, Creative Director
Josh Braithwaite, Creative Director
Garrett Radford, Copywriter
Chris Ruh, Art Director
Results:
Overall media coverage generated 286+ articles and 215M+ total media impressions.
Launch month sales were 30% higher than the launch month sales for all other previous Spyro games combined.
Spyro: Reignited Trilogy topped the UK sales charts on launch week – outpacing behemoths Red Dead Redemption 2 and Fallout 76 to take the top spot.
Generated 59.2K mentions and 319M+ organic impressions.
Earned mentions of the brand increased by 935%.