Sony Playstation - God of War Ragnarök
Challenge
Sony PlayStation aimed to generate excitement around the release of God of War Ragnarök on PS5 and engage their community in a unique, interactive way. The game, rooted in Nordic mythology, required a creative activation to stand out in the crowded gaming market and connect with both hardcore fans and the broader gaming audience. As their PR agency, our role was to design and execute a local campaign in the Benelux that would complement the global Travel The Realms activation, creating buzz and media visibility while maximizing community participation.
Solution
We developed an interactive Read the Runes campaign, where six rune stones were hidden across key cities in the Benelux (Brussels, Antwerp, Liège, Amsterdam, Rotterdam, and Utrecht). Each stone featured a drawing of a Nordic realm linked to its city and a riddle in runic script. Fans who solved the riddles using the rune alphabet could win unique prizes. The campaign included press outreach, influencer engagement, and cosplayer participation. Media coverage and influencer content were strategically coordinated to showcase the campaign and the launch of God of War Ragnarök locally.
Result
The activation achieved strong reach and engagement across media and social channels. It generated wide press coverage and multiple feature articles, alongside interviews that highlighted the campaign’s key messages. Influencers and cosplayers created engaging content that amplified the campaign across social media, while active community participation further strengthened visibility and connection. Overall, the campaign successfully combined media attention, influencer support, and community engagement, delivering a memorable and impactful launch experience for the Benelux audience.
The campaign resulted in 136 articles in the launch month and more than 150 content pieces from influencers with an engagement rate of +3%.
Member of PR:E network as the Benelux agency
We believe global brands need local insights.
PR:E is an exclusive network of acclaimed, independent agencies operating in Benelux (ABCommunication), France (Cartel), Germany (Kruger Media), Italy (Goigest), the Nordics (PR Nordic), Spain (Blanchón) and the UK (DawBell) that specialise in engaging and aligning artists and brands with popular culture.