THE RECIPE FOR IMMERSIVE MARKETING

-Selling a Product Without the Product-

My primary goal with the marketing strategy for PAYDAY is straightforward: Entertainment.
By making it fun, interactive, and exciting, we ensure that people engage with our messaging.

This approach allowed us to explore numerous distinct stories and avenues within the PAYDAY universe, shedding light on new characters and situations that run parallel to the main game.

The creative possibilities within this framework are endless, resulting in a captivating web of "entertainment" that ultimately leads back to our core product

DRAGAN FILES

We allowed people to hack in to the PAYDAY character Dragan’s computer. Allowing them to find easter eggs about the universe. We also created a live action series allowing our fans to follow on behind the scenes.

DON’T BE A HERO
We created a new game where we allowed our community to play as Milton, a bank clerk caught in the middle of a heist of the PAYDAY gang. Get out, save your colleagues, and don’t get caught! This initiative was to promote an in game character update, Jacket, from the popular game “Hotline Miami”

THE OTHER SIDE OF GAMING

What happens to the scores of NPC’s you interact with? We highlighted the other side of heisting by giving our officers and other NPC’s a proper story line. Beefing up the universe and

world of PAYDAY