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The Elder Scrolls Online: Tamriel Unlimited (Console)

Following its PC release a year prior, The Elder Scrolls Online – Bethesda’s first foray into the MMO world – faced a new challenge to reinvigorate MMORPG fans to the title and capture a new, more casual console-playing audience.

The campaign pursued two strategies across five European markets:

  • Inspire hit gamers by immersing them in the scale and beauty of the Elder Scrolls world and exciting them about the exploring Tamriel with friends.
  • Engage hardcore gamers in environments they seek out and trust and demonstrate the pedigree and quality of the Elder Scrolls franchise.

A strong presence in established gaming communities such as Twitch, Curse and Wikia lent substance to the Elder Scrolls Online campaign amongst influential and discerning gamers, whilst domination of popular games portals – including homepage takeovers on IGN, Eurogamer and Gamespot – cemented the release’s position and presence as a major gaming event. This influence was extended further through persistent social content and presence in sport, entertainment and technology apps and websites – as well as formats directly on PS4 and Xbox One.

A substantial UK TV campaign drove TESO’s position amongst a broad audience, with special placements in the Champions League and Game of Thrones conveying the title’s release as a major entertainment event – which was bolstered by an exclusive sponsorship of the popular Vikings series on History. Supporting cinema activity in hit summer releases made good use of epic cinematic assets to established TESO’s claim to the big screen.

A ubiquitous OOH presence formed the backbone of this campaign and made the title’s three nameless characters ever-present and instantly recognisable. With these assets as iconic and striking as they were, we made sure to utilise them fully through extensive investment in large-scale, bold static and digital formats – ensuring no-one was left unaware the Elder Scrolls had arrived.

Delivery

TV, VOD, Cinema, Display & Video, Social, Native, Commuter OOH, High Impact Digital & Static OOH

Client

Bethesda Softworks

Related Projects

The Elder Scrolls Online (PC), Skyrim, Dark Souls

Project Team

Stephen Juson, Ali Reid, Reuben Litman, Loki Atanda, Tom Wallace, Kim FitzGerald