To celebrate the launch of 'Crash Bandicoot 4: It's About Time' in Brazil, agency Crispin Porter & Bogusky Brasil led a unique marketing campaign for Activision, the game's creator.
The agency connected with viral group Carreta Furacão, who dress in costumes and perform songs and dances to entertain the public. By adding a mascot version of the game's leading character to the troop, the interactive campaign allowed participants to become more familiar with Activision's offerings, while leaving a lasting impression. Although the Crash Bandicoot-featured performance took place in a small city on the countryside, the group's viral success is likely to attract much more attention amongst Brazilian consumers.
Michelle Bresaw, Vice President of Product Management and Marketing Activision spoke to the campaign, stating "Brazilian fans have been enthusiastic. They never expected to see Crash again. The character has his own unique humor and perfectly complements the members of Carreta Furacão. In the end, both have the same objective: create as much fun as possible."
Video Game-Celebrating Performances
A Mascot of Crash Bandicoot Joined Brazil's Carreta Furacão
Trend Themes
1. Immersive Marketing Experiences - Connecting with viral groups and incorporating mascot versions of popular game characters into performances allows for immersive marketing experiences that leave a lasting impression.
2. Localizing Advertising Campaigns - Localizing advertising campaigns by organizing performances in smaller cities can generate viral success and attract attention from specific target markets.
3. Reviving Nostalgic Characters - Reviving nostalgic characters like Crash Bandicoot creates excitement and enthusiasm among fans, offering disruptive innovation opportunities to capitalize on existing fan bases.
Industry Implications
1. Video Game Industry - Incorporating immersive marketing experiences and reviving nostalgic characters can enhance brand recognition and engagement within the video game industry.
2. Entertainment Industry - Localizing advertising campaigns and creating interactive performances can generate viral success and attract attention in the entertainment industry.
3. Advertising Industry - Utilizing viral groups and incorporating popular game characters into performances presents disruptive innovation opportunities within the advertising industry to create unique and memorable campaigns.