The Challenge

Rockstar Games released Red Dead Redemption in 2010. The game was a spiritual successor to the 2004 Red Dead Revolver.

Strategic Insights

All advertising featured a distinctive red colour and iconic protagonist John Marston. The intent to burn the image into consumers minds and make the product instantly recognisable in stores.

What We Did

The campaign focused heavily on outdoor as the distinctive red colour cut through the dark blues and greys common in urban areas. This was supported with a heavy pre-order campaign which lead up to the skinning of a number of core gaming site on release.

  • Online
  • Outdoor
  • Street Press
  • TV
  • Print

What Happened

Red Dead Redemption was hugely successfully and was met with critical acclaim as well as being one of the highest selling game on both Playstation and Xbox 360 in 2010. As of August 2011, the game has sold over 12 million total copies.