NVE was entrusted with building anticipation for the next chapter in Cal Kestis’s journey, Star Wars Jedi: Survivor, getting Star Wars gamers excited for the game’s launch increasing the following on EA Star Wars social channels. In tandem with the saber hunt, the goal was to increase positive perception of EA by creating player-first experiences that reward gamers who had completed Star Wars: Jedi Fallen Order.
The launch of the Lightsaber Giveaway Social Program i.e ‘Saber Hunt’ was a play on the traditional Scavenger Hunt, that leveraged the reach of social media and challenged Star Wars fans to solve strategic clues that enabled them to uncover the location of Cal’s Kestis Legacy Lightsaber. The first person to show up in each market and show proof that they had earned the “Trust Only in the Force” achievement via a series of online tasks and social prompts, would win the saber and an all-expense paid trip to an invite-only playtest at the EA/ Respawn HQ. The next 25 people would receive the deluxe edition of the game.
We dropped three guarded “imperial cases” that contained the exclusive Cal Kestis Legacy lightsaber into three different markets (UK, LA and Australia) and challenged fans to earn their Jedi stripes and be the first to unlock a series of clues and ultimately, the location where Stormtroopers were guarding this exclusive item. At first glance, our clues would appear to be like any other social post to promote the game. However, only a true hero of the Republic would be able to identify the secret messages embedded in the posts (with the help of subtle hints in the caption).