True story: the internet loves cats and dogs.
Square Enix needed to reignite its core audience of gamers, reach the masses, and overcome press fatigue in the weeks leading up to game launch to drive awareness and pre-order sales. Then, it needed to shift the social conversation from brutal scenes and counterbalance the dark intensity of “Shadow of The Tomb Raider” back to how entertaining the game truly is.
Shadow of The Cute Raider took fans from “eww” to “aww” with a live-action, scene-by-scene reenactment of the suspenseful original game trailer, but with an adorable and cuddly animal cast.
Square Enix: Cute Raider by Barkley
Square Enix recasts grizzly Shadow of the Tomb Raider trailer with pets —Marketing Industry News
YouTube video views achieved globally.
Pre-orders soared a single week.
The video earned two times more views than the original video game trailer.
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