The Last of Us

Category: Retention

Fan-first "breadcrumb" marketing Drops generating massive community engagement.

---

Strategic Anchor

• Objective: Maximize lifecycle value of a PS3 classic for the PS4 generation.
• Target Audience: PlayStation 4 Early Adopters.
• Big Idea: "Endure and Survive (in 1080p)" — Immersive storytelling drops that blurred the line between game and reality.

Performance

• Investment Return: High margin remaster strategy.
• Growth Metrics: 1M+ Day 1 Sales.
• Market Penetration: Essential attach rate for PS4 owners.
• Efficiency: Leveraged existing assets for high-fidelity trailers.

Channel Mix

• Paid: Targeted digital, gaming enthusiast press.
• Earned: Critical acclaim, 'Photo Mode' community sharing.
• Owned: Naughty Dog dev diaries.

Operational Excellence

Standard global SKU.

The Big Win

Orchestrated a global scavenger hunt revealing game lore, resulting in #1 trending topic on Twitter for 48 hours.