To help fans understand the title’s unique take on open world games, our strategy borrowed the concept of “zones” from classic Sonic games to plant the idea of Sonic’s first “open zone” game.

We created the teaser trailer, the official announce trailer, three different story/feature trailers, the primary launch trailer (for which we licensed Queen’s “Don’t Stop Me Now”).

We also named the game.

For media strategy and execution, in addition to tactics designed to target (in compliance) kids, families, and adult gamers, we identified cultural moments to capitalize on Sonic’s status as a pop culture icon, like collaborating with MrBeast and an extensive OOH campaign in NYC and LA, including Times Square.