Borderlands 2 Campaign | Unloved Concepts


With their award-winning first-person shooter video game well into its shelf life, 2K Games wanted to re-engage their social media audience with a compelling campaign.

In this time-travel treasure hunt, we retroactively inserted valuable game codes in Borderlands’ Facebook timeline, then posted daily clues for fans.

In this time-travel treasure hunt, we retroactively inserted valuable game codes in Borderlands’ Facebook timeline, then posted daily clues for fans.

Again looking to capitalize on the high value of game codes, we developed a pictogram-style game app that allowed fans to solve for the 25-character keys.

Again looking to capitalize on the high value of game codes, we developed a pictogram-style game app that allowed fans to solve for the 25-character keys.

We brought the game’s high degree of customization to this Facebook app, which generates a unique Borderlands character based on user information and photos.

We brought the game’s high degree of customization to this Facebook app, which generates a unique Borderlands character based on user information and photos.

Players are huge fans of the game’s weapons manufacturers, so we planned for each to have highly experiential booths at gaming festivals—giving us plenty of ammo to share throughout the year.

Players are huge fans of the game’s weapons manufacturers, so we planned for each to have highly experiential booths at gaming festivals—giving us plenty of ammo to share throughout the year.

The game features treasure-filled chests, which we sought to bring to real life—hiding them around gaming festivals and filling them with codes for real prizes. Exactly the novel experience that fans are likely to share.

The game features treasure-filled chests, which we sought to bring to real life—hiding them around gaming festivals and filling them with codes for real prizes. Exactly the novel experience that fans are likely to share.