LaunchingBorderlands4beyondthecorethroughsocial-firststorytelling

TosupportthelaunchofBorderlands4,UNFOLDpartneredwith2Ktodevelopaculturallyrelevant,social-firstcampaigndesignedtobreakbeyondtraditionalgamingaudiences.Ourworkspannedgo-to-marketstrategy,contentcreation,andexperientialideation,ensuringthecampaignshowedupwithimpactacrossplatformsandmoments.

Industry

  • Gaming

Services

  • Digital Production
  • Experiential & Live Events
  • Social Strategy
  • Shoot Production
  • Content Creation
  • Game Capture
  • GTM Planning
Case Study Primary Stats

Challenge

Borderlands4neededtoextendbeyonditscoregamingaudienceandshowupincultureinawaythatfeltfresh,social-first,andimpossibletoignore.Thechallengewastranslatingthefranchise’schaotic,irreverenttoneintoacampaignthatcouldthriveonplatformslikeTikTokwhilestilldeliveringhigh-impactculturalmoments.

Approach

Wedevelopedago-to-marketstrategythatbalancedalways-onsocialwithtentpolemoments,creatingasystembuiltforbothspeedandscale.TikTok-nativecontentwasdesignedforshareabilityandplatformrelevance,whileexperientialideasliketheBorderlands4RageRoombroughttheworldintoreallifeanddrovesocialamplification.

Wealsosupportedpost-productiononkeycampaignassets,includingtheZaynMalikshoot,ensuringthefinalcontentalignedwiththecampaign’stoneandperformedacrossplatforms.

Case Study Primary Stats

Impact

WetranslatedtheBorderlandstoneintoculturallyrelevant,platform-nativecontent,turningcoregameplayandcharacterintosocial-firstformatsbuiltfordiscovery,sharing,andconversation.

Bycombiningalways-oncontentwithhigh-impactmoments,thecampaignextendedbeyondgamingaudiences,showingupacrossplatformsandreal-worldactivationsinawaythatdrovereach,engagement,andculturalrelevance.

“

UNFOLDapproachesmarketingthewayplatformsactuallyworktoday.Theyunderstandhowtobuildcontentthatearnsattentionandturnsitintoconversation.OnBorderlands4,thatmeantcreatingforTikTokinawaythatfeltnativetotheplatformwhilestilldeliveringonthescaleandimpactweneededasapublisher.Theyhelpedusmovebeyondourcoreaudienceandshowupinculturewithrelevance,notjustreach.

AshleeVaughnSeniorDirector,GlobalGoToMarket2KGames