Horizon Forbidden
West Launch Campaign

Horizon Forbidden West was the first project between Sony PlayStation and Amazon. The On Box Ads (OBA) campaign was a new medium for Sony. The hashtag, #HorizonForbiddenWestBox, helped measure earned media through social media channels. The customer incentive through this OBA campaign was three-fold:

  1. Early access to Horizon Forbidden West.

  2. Free digital comic book and wallpapers.

  3. A DIY PlayStation 5 DualSense Controller stand from recycled box materials.

Customers scanning a QR code on their box would be taken to a landing page where they can pre-order, download exclusive content, and more.

 
Visual of a Sunwing flapping its wings.—Michael Allen Nesmith™
 
 
 
Horizon Forbidden West box advertising on Amazon delivery boxes. —Michael Allen Nesmith™
1. Cut along the dotted lines.—Michael Allen Nesmith™
2. Assemble all four pieces together.—Michael Allen Nesmith™
3. Mount your Dualsense Controller.—Michael Allen Nesmith™
 
PlayStation 5 DualSense Controller.—Michael Allen Nesmith™
 
Tweet from @VaultGirl1021: I'm all for reusable packaging that Amazon has right now for a #HorizonForbiddenWest controller holder. My cats will be sad they aren't getting this box though.—Michael Allen Nesmith™
 
#horizonforbiddenwestbox—Michael Allen Nesmith™
Horizon Forbidden West box advertising animating different pieces that customers can cut-out to make their own controller mount.—Michael Allen Nesmith™
 
 
 
 
Tweet from @HmmrDwnProtocol: First time I've seen a takeover like this. Awesome!—Michael Allen Nesmith™
 
PlayStation Logo—Michael Allen Nesmith™
 
 
 
 
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