The creator of stealth-action game, Sniper Ghost Warrior: Contracts, was keen to deliver something creative that would leave a lasting impression and help bring the game to life. We delivered a bespoke influencer gift box that fit the brief with deadly accuracy.
The mission was simple: create a custom-designed box full of SGWC merchandise suitable for distribution to influencers and partner agencies, whilst also ensuring it doubled as a commemorative gift for CI Games staff members.
The box’s delivery would be unexpected; we wanted clients to feel like they were the SGWC protagonist ‘The Seeker’, receiving a secret package containing everything they needed to complete a mission (including passports, cash, clothes and more). To add to this narrative, each box – wrapped inconspicuously in traditional parcel paper – was sent out with a hidden return address so the recipients couldn’t tell who the box was sent from. It’s cool, we know.
These boxes proved to be extremely popular among the influencers, many of whom displayed the gifted items in their setups (and continue to do so even now, particularly with the mask); demonstrating just how successful these items were in terms of generating product placement. The influencers shared content across their social channels, unprompted by us. Twitter posts, Instagram posts/stories, and live unboxing all proved to be powerful, organic social content.
Sourcing the Gift Items
Finding the right products for any merch drop is a tough task; other titles such as PUBG, Fortnite and Call of Duty: Modern Warfare have previously paved the way with cool items such as decommissioned ammo boxes. We had to do something genre relevant but cool.
We also considered the use of the items; making sure the products were usable first of all, but we needed them to also be inspirational enough to pique the interest of the recipient whilst also capturing the attention of their viewers too.
Our snood turned out to be the most well received item, it boasted of the iconic mask design similar to the mask worn in-game by the main character, The Seeker. A huge hit with both influencers and press, leading to some of the content creators wearing them throughout their streams.
“This is SO cool!” One of the influencers, Steejo, recorded a detailed and enthusiastic unboxing on his YouTube channel showing off each product individually. He went on to wear each piece of clothing provided as well as the signature SGWC mask.
Distribution
Over 100 boxes were distributed to a mix of influencers, press, media and community members throughout the world including the UK, Poland, Germany, Australia, USA and more. The vast international spread provided worldwide exposure.
The purpose of the box was to leave a very strong and positive impression with the recipients and their audience, whilst bringing the game to life. What separated our gift box from others was not only the scale and quality of items it presented, but also the overall narrative experience it emulated along the way.
Want to make an impression for your clients? Contact us if you need products designing!
