Already Over - Mike Shinoda

Mike Shinoda exists on the cutting edge of the evolution between tech and art, making the release campaign for his single “Already Over” a super exciting opportunity to experiment and engage fans. As we crafted our campaign strategy we looped in the amazing HiFi Labs to build something truly wonderful and strange - a massive community challenge themed around parasitic evolving Critters, all crafted with delightfully horrifying eldritch tamagotchi vibes. With this core experience cooking, our next task was to expand the narrative and craft an authentic way to get fans excited and funnel them into the game. To do this we developed a three-phase plan:

‍

‍

Phase One: Tease
‍

We started with an ‘infection’ of MikeShinoda.com, taking over his entire ocial footprint and seeding the parasite narrative to trigger fan curiosity. This buildup on social platforms and discord built momentum that set the stage.

‍

‍

Phase 2: World Building
‍

To deepen fan affinity and build further on the teaser's foundation, we crafted a cryptic Lovecraftian narrative experience that we then wove throughout our collateral. This point-and-click style choose-your-own-adventure led users through a surreal bunker, setting fans up to become ‘caretakers’ for a ‘lovely little friend’ and challenging them to pre-save their spot in what’s to come.

Fans loved it, trying to sus out what Mike was up to and what was up with these eldritch vibes. Something was coming, and it was going to be a can't-miss exclusive experience.

‍

Phase 3: Infection
‍

When the full experience launched, a wave of fascinated users descended. The core experience was a delight, pairing off our "Caretakers” with their new little friends (who would definitely not become world-eating eldrich beings as you grew them) and massively supporting streaming and engagement.