The Gala Took Place on November 29 at the Edgar Neville Auditorium in Malaga
To mark the launch of the video game “God of War”, PlayStation Spain decided to entrust 2btube with the creation of a branded content campaign focused on this national presentation. A funny video starring Joaquín Reyes was published on the brand’s corporate YouTube channel, managed by 2btube. Thanks to this, 2btube and PlayStation Spain saw their work recognized with the Agripina Award for Effectiveness at the gala held last November 2018 in Malaga. The award recognizes, in the words of the organizers, “the proposal that has obtained the best results based on its previously defined communication objectives”. (See video)
And that is why “Kratos, a good father” won the trophy since, in less than a week, the campaign exceeded one million views and managed to position itself in the Trends tab of the platform for 4 days. In addition, barely an hour after its launch, it was already a Trending Topic on Twitter and dozens of media outlets had echoed the campaign, designed to mark the launch of the latest edition of “God of War”. The objective of this campaign was to elevate the character of Kratos to the level of popular icon and pop myth and, on the other hand, to communicate the novelties of the game to attract both the fan public of the franchise and those who were not. And it was more than achieved.
At the Agripina Awards (Spanish Festival of Advertising, Marketing and Communication), they reward and encourage advertising creativity. They disseminate the marketing strategies, advertising and communication campaigns of goods and services, of advertisers, advertising agencies, design studios, media, production companies, advertising media, printers, freelancers, students, and all those professionals who actively participate in the advertising, marketing and communication sector.
Likewise, they give visibility to innovation in communication through creative talent in the pieces selected in each category, thus promoting advertising and marketing culture among entrepreneurs, to highlight the importance of communicative originality in the development of any business model.
Scripted by Joaquín Reyes and produced by 2btube, the video “Kratos – A Good Father” is an authentic exercise in branded content. With his peculiar humor and style of imitations, Joaquín put himself in the shoes of the video game protagonist to tell us about the character’s life and, at the same time, talk about the new launch of the franchise and all the novelties it includes, both in the playable and narrative aspects.
Creativity has been the fundamental axis to execute this production that, together with the professional management of the channel and the notoriety generated both by the media and by influencers from the gaming environment, make up some of the keys to the success of the campaign. Currently the video has almost 1.4 million views, more than 58,000 likes, more than 2,600 comments and has been shared more than 50,000 times. On the other hand, the video has hardly any negative comments and most are congratulations and jokes taken from the video itself, so it has been a resounding success at the engagement level.