Create a global communication platform to reach the Tween audience in order to sustain top-of-mind awareness for the title leading up to the game launch and over the next several years. Tweens had lost interest in Crash Bandicoot and there was now an opportunity to revitalize him and reclaim his position as an iconic figure in the video game world. Our task was not only to educate them about the new game but truly engage them with language they could understand and love.
We decided to embrace the Tween’s technological savvy and build the coolest online community and social networking site called Crash Village. Here Tweens could roam around, create their very own character-driven avatar, meet new friends, learn about the upcoming title and characters’ back-stories as well as play their own thrilling games. This way we could capture their attention, emotions and their impressionable eyeballs and Crash Bandicoot could now be a part of their world, and not remain a distant franchise.
We were successful in sustaining top-of-mind awareness for the title leading up to the game launch and in the years (currently) following the launch. We were able to revitalize Crash Bandicoot and reclaimed his position among the hard to reach tween audience, as an iconic figure in the video game world.