Albion Online: Lands Awakened
Albion Online is a MMORPG with strong player agency and social play in a fully player-driven game world. The new Lands Awakened update brings a new era of open-world gameplay to Albion with reworked dungeons, mobs and treasure sites, new open-world PvP objectives for groups of all sizes, massively improved visuals and layouts for all five biomes, the new War Gloves weapon line, fully reworked Guild Seasons, numerous quality-of-life improvements, and much more.
Campaign Goals
Raise awareness and generate excitement around the new Lands Awakened game update
Convert players within the MMORPG category to Albion Online
Our Strategy
We worked one-on-one with Albion Online to build a custom influencer strategy for the launch of the game update, Lands Awakened. We organized an influencer campaign with hyper-relevant content creators across YouTube, Twitch, and Twitter to release on launch day, driving maximum hype and awareness to Albion.
To achieve these aims, we recruited top-tier Old School RunesScape and similar MMORPG content creators. Creators were partnered in groups of two and three to promote collaboration and heighten the hype of the game. Each group was assigned a full-time Albion streamer to help guide the flow of the stream and steer creators in the right direction to create the most exciting content possible. We built custom influencer briefs to walk creators through talking points, gameplay focuses, and calls-to-action to ensure maximum possible awareness.
Twitch streams included:
Chatbot and command both triggering Albion’s site link and giveaway codes for free membership trials
Custom brand panel with Albion branding
2x ‘Going live’ Twitter posts announcing sponsored stream
To further drive long-term awareness, select influencers published 60 second YouTube integrations in the weeks following the update, showcasing highlights of their gameplay from previous streams and sharing their firsthand experience of how easy and fun it is to play Albion Online.
