DOOM: The Dark Ages
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Earned
Launching DOOM: The Dark Ages in hellish style with a PR generating Harley Davidson partnership.
Bethesda
3 months
When Bethesda and id Software found themselves ready to go gold and launch the new DOOM, they knew their hardcore base would come to the party. What they needed was a way to tempt new fans to walk through fire with them.
A creative strategy was developed around the spirit of rebellion, which in turn became a three-way partnership with Harley Davidson (to create a custom mecha-dragon inspired bike) and Culture Kings (to host the hellish launch party). Peppered with game lore easter eggs for the long time fans, DOOM: The Dark Ages x Harley Davidson pushed the launch to billions of impressions around the world.
