brand, marketing & innovation strategy

Activision - Destiny Ghost

Destiny Ghost

Bringing video games into the smart home with the most immersive gaming companion ever made.

In the dynamic world of gaming, the Destiny Ghost project emerged as a groundbreaking initiative to bridge the gap between the virtual universe of Destiny 2 and the environment of the connected home. Recognizing the overwhelming nature of Destiny 2's expansive gaming universe, especially for new players, our mission was clear: alleviate the intimidation factor and elevate the gaming experience through innovative smart home integration.

Our vision revolved around bringing Destiny's in-game companion, 'Ghost,' to life in the real world. By integrating intelligent voice controls into the connected home, players could now seamlessly interact with Ghost, unlocking a new realm of possibilities to enhance their gaming adventures.


 
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Results

Amazon's #1 Ranked Gaming Skill

400+ million Social + PR Impressions

7X boost in game sales when announced

+1 Million commands given so far

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Awards

Cannes Lions International Festival of Creativity

Silver Lion - Innovative Use Of Technology

Clio Awards

Gold Clio - Category: Medium Innovation

Silver Clio - Category: Apps

The One Club

Award for Integrated Digital & Physical Product

Webby Awards

Nominee for Experimental & Innovation

Adweek's Project Isaac Awards

Best in Gaming Invention