Objective
For display at E3 2018, the world’s largest video game conference, collaborate with industry leader and creator of the long running popular webcomic Penny Arcade to create banners based on a previous collaboration from the early 2000s.
Increase awareness and use of the age rating icons through social promotion of the artwork from ESRB channels, event attendees, and Penny Arcade.
Role
I was the lead on all aspects of this campaign. I created the brief, set objectives/goals, allocated the budget, pitched internal stakeholders, outlined the social campaign, and worked closely with Penny Arcade founders, Jerry Holkins and Mike Krahulik, to develop the creative design of each of the characters and the copy for each of the posters.
I also coordinated with E3 show organizers, ESA, to secure placement for the banners in the convention hall and to attend the conference myself.
Result
Five banners were created by drawn by Penny Arcade founder Mike Krahulik and featured a particular age group alongside the associated ESRB age rating icon. They were successfully displayed at E3 2018. ESRB saw an increase in social and web traffic KPI’s during the conference thanks to the promotional efforts of Penny Arcade, ESRB posts and engagements, and very positive word-of-mouth.
E3 banners
E3 showfloor
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