Horizon Forbidden
West Launch Campaign
Horizon Forbidden West was the first project between Sony PlayStation and Amazon. The On Box Ads (OBA) campaign was a new medium for Sony. The hashtag, #HorizonForbiddenWestBox, helped measure earned media through social media channels. The customer incentive through this OBA campaign was three-fold:
Early access to Horizon Forbidden West.
Free digital comic book and wallpapers.
A DIY PlayStation 5 DualSense Controller stand from recycled box materials.
Customers scanning a QR code on their box would be taken to a landing page where they can pre-order, download exclusive content, and more.
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