Gaming Activation and Branded Content

A character activation and collaboration between Borderlands and Ballantine’s aimed to authentically land the brand in the world of gaming.

In April 2022, we launched the beloved NPC Mad Moxxi as Ballantine’s Chief Global Expansion Officer via the LinkedIn account of Alexandre Ricard (CEO of Pernod-Ricard) and accompanied it with a 2-minute film with Moxxi announcing her limited edition product.

The film was a huge success, with 185M people reached and the entire inventory sold out within 4 hours.

Making smart use of the long form film, the content was used to create a wide range of bite size social assets Moxxi used to interact with her online fans in real time.