Overview:
To promote The Old Guard, a Netflix Original movie based on the graphic novel by Greg Rucka, a unique campaign was launched: giving away an “Immortal Account” (1,000 months of free subscription). The challenge: how to choose the winner in a fun, engaging way?
How could we create a memorable experience in just three days? The idea was to launch a browser-based beat ‘em up mini-game where users would play as immortal warriors with a labrys axe, fighting off waves of enemies. The player with the highest score would win the grand prize.
We designed a fast and immersive experience, centered around a landing page that introduced the prize, showed the trailer, and explained the mechanics and leaderboard. Players could register manually or via Facebook to save their scores.The game featured classic “side-scroller brawler” gameplay with vertical movement, and UI adapted for both desktop and mobile platforms.
Landing page design, inspired by Netflix’s minimalist branding and enriched with visual elements from the movie.
Custom UI kit creation, themed around the labrys axe and The Old Guard aesthetic.
Responsive design, with unique UIs for desktop and mobile.
User flow definition, covering registration, game access, and leaderboard visibility.
Strong engagement during the three-day campaign (July 17–19, 2020).
High player retention and competition levels.
Organic reach on social media from fans and gamers alike.
