Timed with the highly anticipated re-release of Dungeons & Dragons’ The Ruins of Undermountain, we launched an integrated marketing campaign that reinvigorated longtime D&D fans and challenged Photoshop users to elevate, and show off, their skills.
Participants were given full access to our Monster Kit, which included arms, legs, tails, torsos and parts we don’t even have names for. The illustrations were created exclusively for this contest by Wizards of the Coast artists Tom Babbey and Brynn Metheney. With these world-class assets and Photoshop, fans created submissions in the hopes of having their monster immortalized in D&D lore as an official D&D monster, known as The Terror of Undermountain.
The contest resulted in 300,000 engagements, 20,000 signups, 3,000 new Photoshop users and 2,000 monster creations along with media coverage across industries.
Using D&D character miniatures, that are unique to the game, we created stop motion videos to announce the contest on social and encourage participation throughout the duration of the contest.
These are a few of the nearly 2,000 incredible creatures spawned by our creative communities. Sleep tight.
Our microsite provided everything needed to create an epic beast – a brand new D&D story, a free trial of Photoshop, and a custom monster making kit. The content sparked conversation and drove engagement on social, organically causing our communities to engage with the product and one another.
Creative Director: Tony Johnson
Copywriter: Richard Tseng
Producer: Helena Öhman
Video Director: Ronnie Allman
Resident Nerd Assistant: PJ Forester
Let's get creative.
Phone: How 'bout we email first.
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down here, but if you email me I'll
tell you a story.
© Madeleine Maguire 2020.
All rights reserved.