Objectives

Crystal Dynamics Pride 2022 campaign was centered around our inclusion of a Marvel-approved LGBTQIA+ short story that was written in-house and drove a host of in-game giveaways for Marvel's Avengers, including outfits and special nameplates that corresponded with different Pride flags. 

The objective was to raise awareness and funding for The Trevor Project and ensure that all fans, partners, and employees know that Crystal Dynamics stands by our values. 

Strategy and Execution

Starting in February 2022, we started working on getting all of the items approved. Including going to our Marvel's Avengers partner at Marvel for the overall structure holding the Pride 2022 campaign together, the Sunset With You short story. The initial giveaways of cosmetics and nameplates also included cross-team support from legal, development, sales, and brand (not to mention the discussions with Marvel)

Results

• Total Funds Raised for The Trevor Project: $13,402
• LGBTQ+ Creators Amplified: 14
• Crystallite Participation in Pride Collage: 50 Teammates
• Identity-Flag Nameplate Redemptions Marvel’s Avengers: 5,138
• Marvel’s Avengers Outfit Giveaway Redemptions: 15,600
• Tie-In Short Story: 26K Page Views; 30% Completion
• 2.4 mil Impressions, 181K Engagements, 956K Est. Reach
• Studio member who was not out publicly cited our support and campaign as an impetus to come.

Media