Tiny Tina’s Wonderlands presented a unique marketing challenge, as the first Teen-rated game in the hugely successful Borderlands world historically anchored by Mature-rated entries. We had to build a strategy inline with expectations from the core Borderlands players, while also enticing brand new audiences previously untapped by the brand.

To accomplish this, we leveraged a wide range of creative tactics, meeting these audiences where they gathered while adapting product positioning to drive the greatest appeal. The core campaign centered around connecting through cultural insights to new audiences and positioning Tiny Tina’s Wonderlands as the ultimate travel destination.

For Tiny Tina’s Wonderlands gameplay reveal, we matched the unexpected vision of fantasy as seen through the eyes of the most dangerous 13-year-old in the world with the unmatched awesomeness of Japan’s legendary kawaii metal band, Babymetal, to create a unique and wild ride unlike anything else.

Highlights included:

Introducing TikTok into the Borderlands repertoire for the first time, leveraging the game’s Teen-rating to introduce a new generation to the renowned franchise. The Tiny Tina’s campaign on TikTok reached 6.4MM people further broadening the appeal with unique brand partnerships, including a custom integration with Fortnite perfectly timed to capitalize on key moments for both games.

The Tiny Tina’s Wonderlands Gameplay Reveal Trailer premiered at Sony’s State of Play, a virtual event that received 6.7M YouTube views and was streamed to 4.5 million viewers on Twitch. The trailer received 5 million video views on owned & partner channels and ignited positive (90/100) sentiment within global gaming communities, largely centered around voiceover by Ashly Burch and the trailer’s backing track, BABYMETAL’s Gimme Chocolate!!.