Experiential PR Stunt

Shadows of War game launch

On a cold, damp Tuesday night in October, the back streets of East London were far from safe. A squad of Orcs, fresh from battle, crazed and bloodthirsty, emerged from the shadows of deserted urban warehouses, as the city slept, unaware of the danger.

The Orcs cast silhouettes onto industrial architecture as the London skyline shone in the distance as gamers sat glued to their PS4s, as they came face to face with Warner Bros Interactive’s new game release: Shadows of War. Images of the Orcs triggered a widespread and premature Halloween fear thanks to the Think Jam PR team who ensured the news, entertainment and gaming media used the imagery in supporting game reviews, with the fear also spreading through social media.