The Dark Below with DrCrispy93
Activision. Writer.
Destiny's hardcore players obsess about their character's gear. To give fans a taste of the new loot coming in Destiny's first downloadable expansion, we created DrCrispy93, a gear-obsessed character who'd been there already and come back with the loot to prove it.
This digital campaign included a trailer, a Twitter takeover, and a hoax perpetuated on the game’s biggest fans.
The Trailer
This trailer earned more than 1.5 million views in its first week online, and was Pete Davidson’s first commercial (that’s his voice as DrCrispy).
The Hoax
We partnered with a 3rd party ranking website to debut our character as if a real player had already entered the new expansion, and leveled up beyond the competition.
On Twitter, DrCrispy93 showed off some of the expansion's new loot in our #GearDay takeover. Over the Thanksgiving weekend, DrCrispy93 visited the Expansion before it was available to the public, and posted what he found to Facebook.
The Social Media Takeover
