How Universal Pictures turned Black Phone 2 into a thrilling gaming experience in R.E.P.O
OUR SOLUTION:
Using Overwolf, any game can become a creative sandbox through a dedicated mod built specifically for a campaign. Leveraging Overwolf’s unique 1st-party data, R.E.P.O was identified as the most viral horror game at the time, making it a natural foundation for the activation.
A custom R.E.P.O mod transformed gameplay into a live horror experience inspired by Black Phone 2.
A ringing black phone appeared in-game and, once answered, unleashed The Grabber to hunt players in real time.
The mod was created and released by a leading R.E.P.O modder who acted as a mini-influencer, actively driving discussion across the game’s Discord, mod hubs, and social channels.
Horror-focused creators amplified the experience through streams and clips, turning gameplay moments into shareable content and sustaining momentum ahead of the film’s release.
THE RESULTS:
The activation sparked widespread buzz, dominating R.E.P.O conversations and turning the mod into a cultural moment inside the game and across the R.E.P.O community.
-
159%
IMPRESSION
OVER DELIVERY -
21K+
BLACK PHONE 2 R.E.P.O
MOD DOWNLOADS -
23K+
SOCIAL
ENGAGEMENTS
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