360 CAMPAIGN, BRANDING & DIGITAL ACTIVATIONPlayStation
Ratchet & Clank: Rift Apart
Rift Apart is the newest installment of a storied franchise. And it was built for all the technology that PS5 has to offer. Our objective was to showcase Rift Apart as a true AAA experience, and establish it as an essential title to our Connoisseur audience's PS5 library. The challenge we faced was that Connoisseurs may pass over Rift Apart as a kid’s game that doesn’t stack up to other more realistic or serious AAA games.
Our Campaign StrategyTo show Connoisseurs that Rift Apart was more than a kids game, we wanted to appeal to their love of the new and innovative, and challenge them to explore something different. To accomplish this, we tapped into how the new technology of the PS5 created an experience that feels new and innovative, while still maintaining the lighthearted tone and heartfelt moments that put Ratchet and Clank on the map in the first place.
Rift Apart will combine the approach of a traditional AAA campaign with the iconic Ratchet & Clank DNA. We have everything Connoisseurs are looking for in a AAA game but the way we do these things is far from the norm through crazy weapons, unpredictable narratives, shocking new characters, and inter dimensional rifts. We pushed through the concept of Multi-Dimensional Mash-ups, finding joy in unexpectedly great combinations.
Our Social Campaign
What would social media look like in an alternate dimension?
We created a social campaign where every post is coming out of Ratchet and Clank’s dimension—rifting smack into ours. Today’s global social trends will be mashed up with our alternate universe’s intergalactic take on them. Every piece of content will be reimagined to come inside the epic world of Rift Apart.
Using this culturally relevant springboard educated and excited both the adjacent and core audiences, wrapping key game themes of friendship, teamwork, adventure, and new tech in the signature humor of the franchise.
With so much gaming industry noise on social platforms, we need an ownable theme and social identity that will stop fans in their feed. Rift Apart won’t just join the party, we’ll be the party. How would we do this? Through Social Net-Warping. Bringing fans content from another dimension.
