CD PROJEKT RED: Cyberpunk 2077's latest expansion

How CD PROJEKT RED managed to reach 11.2m users during the new expansion to Cyberpunk 2077 - Phantom Liberty using Wise.blue’s Heart2Remind feature.

Together we wanted to generate awareness among 𝕏 gaming fans and inform them about Phantom Liberty.

CD PROJEKT RED is a Polish video game developer and publisher known for their critically acclaimed The Witcher series. 

In 2020, they released Cyberpunk 2077, a highly anticipated open-world RPG set in a dystopian future. The latest expansion to Cyberpunk 2077 is called Phantom Liberty, a spy-thriller expansion that takes place in a new district of Night City.

The team wanted to build awareness for the scheduled release of Phantom Liberty on September 26, 2023.

The Approach

  1. Objective:

    Build awareness and keep X Gaming audiences informed about the new expansion to Cyberpunk 2077 - Phantom Liberty, throughout the Pre-Order and Launch dates.

  2. Strategy:

    Engage with gaming audiences using Wise.blue's Heart2Remind automated notification and reminder feature for the new expansion to Cyberpunk 2077 - Phantom Liberty, throughout the Pre-Order and Launch dates.

  3. KPIs to track:

    Reach, Opt-ins for for future notifications, Cost-per-Engagement, Cost per Lead compared to benchmarks.

Our approach

We used our unique Heart2Remind feature to have a direct conversation with the relevant Gaming audiences through opt-in and notifications.

We launched the initial post as a part of the engagement campaign objective to be able to target users more likely to engage by asking them to like the post and opt-in to receive reminders once the new expansion to Cyberpunk 2077 is live.

For this campaign we had the following comms structure:

  1. Call to Action Post
  2. Instant Notification
  3. 1st Reminder - Notification two days after Pre-order date to remind users about Pre-ordering the expansion & the introduction of a new character played by Idris Elba
  4. 2nd Reminder- Notification once expansion is live

Both from Awareness and Engagement perspectives, the campaign outperformed benchmarks and reached more than 11 million users.

The actual performance KPIs of the campaign surpassed all of the Wise.blue historical benchmarks with almost 25K user opt-ins, a large number of reposts and a significant increase in new followers.


Performance

  • 11.2m User Reached
  • 24.2K User Opt-ins
  • 42% Lower CPE
  • 27% Lower CPL

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