DUNE: Awakening

Not every gaming influencer campaign ends with creators making their own cosplay. But honestly, we wouldn't mind if they did! For the console launch of Dune: Awakening, we worked with Funcom and Lurkit to bring the world of Arrakis to life through a gaming influencer marketing campaign across Twitch, TikTok, Instagram and YouTube. Our job was to find gaming creators who genuinely cared about Dune and its universe, and give them the creative freedom to introduce the game to their audiences in their own way. Rather than relying on traditional sponsored gameplay content, we wanted creators to lean into what made them passionate about the game in the first place. And apparently, that included a LOT of homemade cosplay! From creative short-form videos to livestreams and Dune-inspired costumes, the creators brought their own personalities and ideas into the campaign, making the content feel like a natural extension of their usual gaming content. One of our favorite moments? Snupy finally getting the perfect opportunity to cosplay as the actual NPC he voices in Dune: Awakening. I mean, how often does that happen?! And that's exactly why we love working with creators who have a genuine connection to the games they promote. When creators are already passionate about a game, you don't have to force excitement or tell them exactly how to communicate it. You can give them a direction, trust their creativity and let them make something their audience will actually enjoy. Seeing how much fun the creators had bringing this campaign to life was probably our favorite part of the whole thing. And the homemade cosplays were a pretty great bonus! A huge thank you to Funcom and Lurkit for the trust and creative freedom!