Building trust with a new audience
In support of our efforts in Making Zombies Empathetic in the 80’s we understood that we would need to establish trust between PikPok, game developers new to the premium space, and the players who occupied the space, but have grown suspicious and untrusting of brands making big promises. So a secondary campaign was born, one that focused more on people than the product.
The concept was simple, give audiences a peek behind the curtain into the brilliant brains behind the development, letting their specific expertise shine through and weave together into a story steeped in equal parts transparency and passion.
The Dev Diaries, a mini-series with 6 short episodes, was designed to be easily consumed, intriguingly insightful and most importantly, bridge the gap between developers and audiences. The magic of this series came from the differences in the developers interviewed; in each episode 2 devs were selected from different parts of the game team. Though they each carried different roles and responsibilities, we had them answer questions around the common theme which was unique to each episode; illustrating their passion and expertise, while giving audiences an idea of how different talents are woven together in the pursuit of a single goal.
Make sure to check out the entire series below.
Slowly but surely, as we released The Dev Diaries, we started building a rapport with our new community. Our plans to build trust between our two groups had started taking effect, but we knew trust was a two way street; now that developers had been given a chance to speak on camera, the audience needed to be given the same opportunity. The perfect occasion for such an endeavour arose, as we were able to secure an entire booth (right next to Nintendo!) at PAX Australia, the largest gaming conference in the Southern Hemisphere.
Demo Reactions was recorded on the conference floor of PAX Australia. While the dev team were hard at work showing off a never-before-seen demo to players behind closed doors, we were waiting outside said doors to interview players fresh out of the experience. This was our long awaited to opportunity to complete the circle of trust, giving gamers the chance to be honest about the things they loved (and the things they loved a little less) about Our Darkest Days, speaking their piece to the rest of our global audience who were unable to make the trip.
