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A campaign powered by players, not paid media.

After a ten-year hiatus, Test Drive Unlimited needed more than a trailer drop. The team wanted to reintroduce the franchise with a campaign that didn’t just build hype—it had to feel like part of the game.
We set out to create a launch experience that matched the scale and spirit of Solar Crown. And we did it with zero paid media.

We built a five-mission online scavenger hunt, rewarding players with exclusive content like early 3D car reveals. Every element mirrored the thrill of the game—cryptic phone calls, GPS trails, lore drops.

A mission hub gave structure. A countdown clock drove urgency. Discord became the investigation HQ, where players decoded puzzles and shared theories in real time.

Players spent over 2.7 million minutes navigating the phone maze, sparked more than 20,000 conversations on Discord, and created over 40 fan videos that organically pulled in 300,000+ views—all without a single dollar spent on media.

The campaign proved that with the right mechanics, community is media. We didn’t just preview Solar Crown—we made players live it.

Without media spend, the campaign leaned entirely on participation. Players didn’t just engage—they escalated it. Clues went viral. Fan-made content exploded. And anticipation turned into obsession.

Equally impressive, there were 20,000 conversations had over Discord, highlighting how organically engaged the community truly was.

Gamification

Transmedia activation

Explore other case studies and successful collaborations we’ve done for our clients.

Red Bull : bataille « Settle the Score »

Red Bull: Settle the Score | Haus of Park - For The Pursuit of Play

BEHY : un portail vers l’Hydraverse

When BEHY approached HAUS OF PARK, one thing was clear. The goal was not just to create a brand, but to create an ecosystem—a place for a community to take shape and grow, where BEHY founders could give something back to consumers. With our extensive knowledge in brand lore and transmedia, HAUS OF PARK went to work creating a strategy that emphasized community, aligned for the unique needs of Gen Z and Gen Alpha.

BEHY: A portal to the Hydraverse | Haus of Park - For The Pursuit of Play

Paradox Interactive : Bloodlines

Paradox Interactive: Bloodlines | Haus of Park - For The Pursuit of Play

Nacon : un défi immersif

To generate anticipation for their new Test Drive Unlimited Solar Crown game, French video game company Nacon had one specific request in mind: to gamify the launch. Their goal was to immerse fans in a complex, collaborative online quest, leading to the unveiling of the game’s highly anticipated release date.

Nacon:
Fueling the Fandom

Plunging fans into
the world of ARG.

The solution X
The solution X
The solution X
The solution X
The solution X
The solution X
The solution X
The solution X
The solution X
The solution X
The solution X
The solution X
The solution X
The solution X
The solution X
The solution X
The solution X
The solution X
The solution X
The solution X

An ARG that lived
in the game’s world.

The result X
The result X
The result X
The result X
The result X
The result X
The result X
The result X
The result X
The result X
The result X
The result X
The result X
The result X
The result X
The result X
The result X
The result X
The result X
The result X

90K+ sessions
logged in three days—all organic.

Organic engagement
through Discord.

Nacon:Fueling the Fandom

Plunging fans into the world of ARG.

The solution X The solution X The solution X The solution X The solution X The solution X The solution X The solution X The solution X The solution X The solution X The solution X The solution X The solution X The solution X The solution X The solution X The solution X The solution X The solution X

An ARG that lived in the game’s world.

The result X The result X The result X The result X The result X The result X The result X The result X The result X The result X The result X The result X The result X The result X The result X The result X The result X The result X The result X The result X

90K+ sessions logged in three days—all organic.