Alan Wake II – Social Media Campaign


Developed by Remedy Entertainment and published by Epic Games Publishing, Alan Wake II is the bone-chilling sequel to Alan Wake, released in 2010. Since its October 2023 launch, Alan Wake II has won high praise from critics and gamers alike.


Our creative marketing team was given a social media brief for Alan Wake II; build pre-launch excitement before the game’s October 2023 launch, encourage online purchases through Epic Games, PlayStation and Xbox stores, and keep the conversation going post-launch.

ServicesVideo Editing, Social Media, Digital, Typography, Animation


We worked closely with Remedy and Epic on this campaign to get all things Alan Wake II across the social-sphere with targeted, highly-visual and atmospheric social activations across X, Instagram and LinkedIn. 

Alan Wake’s tense narrative is all about the build-up, which we reflected through dark ‘countdown’ GIFs across moody Bright Falls locations in the days leading up to the game’s release. Five of these were created and shared in the days leading up to launch.

These were complemented by ten 15-second MP4 posts either side of Alan Wake II’s release with edited cutscenes and gameplay footage from the game (without spoiling anything) to give potential players a taster of the story’s terrifying ambience, key characters, monsters and more.

We overlaid quotes from the game, too, to add a level of intrigue before, during and after Alan Wake II’s release, to increase engagement and boost each post’s share potential.


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