METACORE
Merge Mansion ft. Pedro Pascal
The Challenge
To create a U.S. presence utilising media and an A-list celebrity face to announce Metacore’s significant game update to Merge Mansion.
33.8M
Times Viewed Of The Short in 20 days
168M
Social Impressions
32
Press Hits
The solution
We partner with top-tier celebrity, Pedro Pascal who is known for his detective-type roles and who is the perfect fit for the campaign creative of “mystery” and “intrigue”. Pascal was cast to act as Tim Rockford in a short film, “A Twisted Game.”
Executed a media strategy that balanced exclusive assets from the film, game update news, media interviews and social media buzz.
Invite a limited number of consumer, lifestyle, gaming media, influencers and other celebrities to a real-life depiction of Merge Mansion in the transformation of the infamous Paramour Estate in Los Angeles.
The impact
The launch of the online video was a huge success with over 14 million views within the first 14 days, increasing to over 30M within the first 20. The cultural chatter around the launch of this partnership was extremely positive with fans across the globe taking to socials to discuss their need to try the game. Finding a public figure as he catapults into the spotlight paired with the right connections within media, once again, meant for a very successful launch.