Nacon

Nacon:
Fueling the Fandom

ARG

Gamification

Transmedia activation

Brand lore

Online

A campaign powered by players, not paid media.

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Plunging fans into
the world of ARG.

After a ten-year hiatus, Test Drive Unlimited needed more than a trailer drop. The team wanted to reintroduce the franchise with a campaign that didn’t just build hype—it had to feel like part of the game.

We set out to create a launch experience that matched the scale and spirit of Solar Crown. And we did it with zero paid media.

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An ARG that lived
in the game’s world.

We built a five-mission online scavenger hunt, rewarding players with exclusive content like early 3D car reveals. Every element mirrored the thrill of the game—cryptic phone calls, GPS trails, lore drops.

A mission hub gave structure. A countdown clock drove urgency. Discord became the investigation HQ, where players decoded puzzles and shared theories in real time.

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90K+ sessions
logged in three days—all organic.

Players spent over 2.7 million minutes navigating the phone maze, sparked more than 20,000 conversations on Discord, and created over 40 fan videos that organically pulled in 300,000+ views—all without a single dollar spent on media.

The campaign proved that with the right mechanics, community is media. We didn’t just preview Solar Crown—we made players live it.

Without media spend, the campaign leaned entirely on participation. Players didn’t just engage—they escalated it. Clues went viral. Fan-made content exploded. And anticipation turned into obsession.

Organic engagement
through Discord.

Equally impressive, there were 20,000 conversations had over Discord, highlighting how organically engaged the community truly was.

Nacon:Fueling the Fandom

Plunging fans intothe world of ARG.

An ARG that livedin the game’s world.

90K+ sessionslogged in three days—all organic.

Organic engagementthrough Discord.

Nacon:
Fueling the Fandom

Plunging fans into
the world of ARG.

An ARG that lived
in the game’s world.

90K+ sessions
logged in three days—all organic.

Organic engagement
through Discord.