The Next Generation of Hedgehog Action

Prior to the launch of Frontiers, Sonic as a brand was experiencing a boom of positive sentiment from the recent smashing success of the film.

We set out to capitalize on the sentiment, leverage that fanfare and ride the blue wave into the gaming space by helping get new fans of the film franchise or TV series to play Frontiers.

Starting with audience research and strategy from our media team, and creating all of the major campaign assets, we helped launch the most ambitious Sonic title ever.

Our strategy phase included helping fans understand the unique (but slightly limited) take on open world games, we borrowed the concept of “zones” from classic Sonic games to plant the idea of Sonic’s first “open zone” game.

We also named the game.

Our campaign successfully targeted kids, parents, and Sonic fans of all ages by delivering customized messaging and compelling storytelling through key channels such as influencers, videos, and social media.

We identified cultural moments to capitalize on Sonic’s status as a pop culture icon, like collaborating with MrBeast and an extensive OOH campaign in NYC and LA, including Times Square.

Over the course of 2021 and 2022, we created the teaser trailer, an announce trailer, three different story/feature trailers, the primary launch trailer (for which we licensed Queen’s “Don’t Stop Me Now”)  and two live action spots designed to appeal to families and gift-givers.

Sonic Frontiers emerged as the top-selling Sonic game of the past decade and the highest-selling 3D Sonic game ever.