Acclaimed Agency Brings Deus Ex: Mankind Divided to Life in Real World Using Wild Postings and Viral Videos
SAN FRANCISCO, Calif. – June 15, 2016 – Kenwood Experiences, an award-winning experiential marketing agency in San Francisco, CA, has Won the Sliver in this year’s Game Marketing Awards (“GMA”) for Standout Outdoor Advertising for Deus Ex: Mankind Divided. The GMAs are put on by PromaxBDA and are the gaming industry¹s premier awards showcase. Winners were announced on May 24, 2016.
For Deus Ex: Mankind Divided, Kenwood Experiences kicked off the first phase of the pre-release marketing with a striking out-of-home campaign that brought the world of the game to life and created a personal connection to the consumer. Innocent, Norman Rockwell-esque images were juxtaposed with threatening glimpses of augmented people to mimic fear-mongering propaganda from a totalitarian government. The intriguing and provocative wild postings generated global buzz and over 1.4 million impressions, resulting in the GMA short list for Standout Outdoor Advertising and Best Key Art.
“The end result was better than expected and everyone is thrilled with the result of the successful campaign,” commented Michael Bannon, Director of Creative Services at Square Enix America.
“We are honored to be recognized by the GMAs,” notes Daniel Pinkham, Kenwood¹s President. “We work extraordinarily hard to deliver innovative, groundbreaking marketing experiences. These award recognitions validate our strategies and we are humbled to be a part of an elite group of nominated agencies.”
Beyond the award-winning outdoor advertising, a second phase of the Aug Aware campaign went into gear this summer with the release of two “click-bait” videos. This series of live-action videos showed how the augmented are a menace to society in two strikingly different scenarios. One involved an augmented arm malfunctioning in a liquor store, resulting in mayhem and damage and the second featured a violent exchange between a human and an “aug.” Both videos were designed to drive people to the AugAware.org website.
About Kenwood Experiences
Kenwood Experiences is an award-winning experiential marketing agency that creates branded experiences to build customer loyalty and drive business success. With a deep belief that experiences speak much more powerfully than words, the agency delivers the right value at the right time through the customer journey, segmented and personalized across all mediums and channels. As Kenwood fosters the conversation, meaningful connections are cultivated and brand loyalty grows. Current clients include Capcom, Google, Docker, Jive Software, VMware, Square Enix, Amgen, GungHo Entertainment, HP, McKesson, Microsoft and more. For more information, please visit www.kenwoodx.com.