Got it? GET IT!
Most people know EMP as the go-to brand for heavy metal merch. But what many don't realize is that EMP also offers a huge selection of merchandise from series, films, gaming, and anime. We set out to change that.
Our campaign doesn’t speak to everyone – it speaks to true experts. People who can instantly recognize symbols, quotes, and signs and link them to the right show, game, or anime. A secret code only insiders can crack.
We created a series of tailored social media posts. These were supported by an emotional video series featuring senior citizens excitedly talking about wild and unexpected merch – a humorous and heartfelt shift in perspective.
The campaign’s highlight: we surprised one of Germany’s biggest gaming influencers (HoneyPuu) with a mystery box. Together with her community, she had to solve the mystery – and in doing so, generated major reach and engagement.
Reach Phase
Emotionalization Phase (Selection)
Awarness & Traffic Phase (Selection)
