In October of 2017, Warner Brothers Interactive Entertainment (WBIE) released a highly anticipated sequel to the award winning "Shadow of Mordor". Over the course of nearly two years, we worked in partnership with WBIE to position the game in a highly cluttered marketplace leveraging consumer insights, media technology and shifting category dynamics to create the campaign that never forgets.
Strategically grounded in the core gaming mechanic of Shadow of Mordor, the "Nothing Will Be Forgotten" campaign brings to life the expanded scale of the new game, "Shadow of War", and doubles down on how category shifting the mechanic (known as the Nemesis System) is for individual game play. In Shadow of War every action you take will come back to harm or help you throughout hours of game play - every single unique decision a gamer makes will create an entirely new game path forward, unique from every other game player. Every action you take will be remembered throughout your gaming experience. We created a marketing campaign that did the exact same thing.
The "Nothing Will Be Forgotten" campaign leverages dynamic targeting, data and unique placements to draw consumers into an interactive experience and then follow them around the web with content that relates to the decisions they made, leveraging cookie technology.
To drive mass consumer awareness for Shadow of War, we worked with Warner Bros. Interactive Entertainment to release a live-action television spot, portraying the bitter relationship between Jerry and his long-time Orc Enemy, Norûk. The light-hearted video, entitled “Eat It, Jerry,” depicts Norûk’s icy feud with his chief adversary, as he clashes with Jerry at different points throughout his life. The spot then culminates with showing how the long time feud started – reinstating the idea of how in Middle-earth: Shadow of War, Nothing Will Be Forgotten.
In Middle-earth: Shadow of War, players have entirely new ways to experience the dynamic world, with more choices and opportunities than ever before due to addition of Orc Followers. Whether spared, scarred, recruited or marked, every encounter will be remembered and help fuel the dynamics of society and conflict within Mordor, all brought to life through the innovative Nemesis System, which is what "Eat it, Jerry" replicated in a live-action comedic setting.