Leaving players
a lasting legacy
Into the Dead 2, one of PikPok’s most successful properties has been waning over the the last couple years, with support being shifted around the studio and a breadth of competitors entering the mobile game space. Some players expressed concern that we had forgotten about their favourite title altogether. The Legacy content update and the marketing campaign that supported it, aimed to quell those fears and instil a newfound sense of hope in the community. On top of that, we needed to show the audience that this old dog still had a few tricks up it sleeve, with a strong sense that everything is not as it seems in the marketing material.
The Legacy Trailer revealed our first large piece of content the game had received in over a year. The Legacy content itself is a narrative that revolves around a mother navigating the apocalypse to find shelter for herself and her infant son Toby. We really wanted to lean into this feeling of motherhood in a desperate & dire circumstance so we collaborated with our in-house audio team to developed a haunting lullaby which would become the audio motif for the campaign.
In the narrative its revealed the mother has become infected, and is racing against the clock to get her son to safety before her transformation takes over. We didn’t want to reveal this premise outright in our marketing campaign, so we opted to hide hints throughout our content; we were especially specific in our choice of shots of the mother’s left hand in service of this.
