Techland, the team behind Dying Light and its upcoming expansion The Following, have taken a somewhat unorthodox (but extremely clever) route for creating a campaign for Dying Light’s expansion.
The campaign uses social media outlet Twitter to slowly reveal The Following’s map. Michał Napora, the game’s Community Manager, described the event as :
“The idea came from the current trend of connecting anything and everything to the internet. We thought why not let anyone with a Twitter handle use the hashtag #TweetForSpeed to make a real difference in the lives of all Dying Light fans. Every tweet with this hashtag will make our specially modified slot car go around on its track and by doing so, it reveals more parts from the new map of the upcoming Dying Light: The Following ahead of its release. The further the car goes, the more will be revealed of the map of the already highly anticipated Dying Light: The Following for the both the fans of the game and newcomers alike.”
This is a clever approach to a campaign for a game. Leaving it to the fans should help to drum up some hype, not that the expansion needs it it already looks pretty freaking awesome. Kudos Techland.