TLOU Play like Ellie

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BRIEF:
Develop a creative initiative for the launch of the second part of a long awaited video game, The Last of Us, by leveraging the existing fandom for the game.
APPROACH / METHODOLOGY:
We summoned Latin American fans to share their cover of the main character’s famous song “Cycle” (from Gustavo Santaolalla), a beloved and representative song for all fans of this sequel, by using the hashtags #ConcursoPlayLikeEllie #PlayLikeEllieChallenge and #TheLastOfUsPartII.
KEY FINDINGS / OUTCOMES:
After receiving more than 250 submissions, 4 lucky winners were selected to receive various prizes, including unique replicas of Ellie’s guitar in the video game.
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October 11, 2023