Provided expert copywriting, press coverage, and contributed lore to Midnight Society, a new AAA game studio founded by streaming superstar Dr DisRespect, Call of Duty veteran Robert “fourzerotwo” Bowling, and Halo veteran Quinn DelHoyo.
Project: DEADROP
Client/Employer: Midnight Society
Goal: To select 10K Founders to participate in the development of DEADROP
Challenge: Introduce unique lore and studio philosophies in the game to the DEADROP community in a way that engages and informs
Results:
- Drafted and distributed studio launch press release, resulting in massive news coverage w/ a potential reach of over 1B readers
- Crafted web copy designed to encourage applications
- Assisted with social copy for social media Founder campaign that yielded 11M impressions
- The studio received ~400K applications for a chance at one of 10K Founder spots
- Educated the community through blogs, FAQ, social interactions, and Discord
- Created cipher that engages the community by decoding clues and teasers
- Managed social accounts during live events
“HB leads with passion and enthusiasm. She infuses narrative into every aspect of her work and is great at building deep lore to expand and enhance a project’s universe. While working with us, she developed an entire cipher that has become core to our community lore building. I can’t wait to see the worlds she’s able to build as part of a creative team.”
-Robert “fourzerotwo” Bowling, Midnight Society Studio Head