After so many years of waiting, the excitement for Borderlands 3 was palpable. Everyone wanted first dibs. But even with so much hype and anticipation, choosing the right creators to amplify it and keep it going was essential.
Our organic targeting process was the secret sauce that made it happen. We set up campaigns that allowed anyone to apply for a key that would give them a taste of Borderlands 3. We vetted each application and carefully selected the best of the best to help us get the word out.
In the end, our early access activation and launch key campaign activated 535 hand-picked influencers, resulting in 11,524 total hours streamed and more than 173 million minutes watched. It was a 9,000% return on investment that was borderline legendary.