Problem
Standard update announcements and hero reveals were not enough to turn pre-release curiosity into sustained community activity. The goal was to make players investigate, discuss, and share theories before the hero was fully revealed.
ARG Hero Teaser
A Bullet Echo hero reveal campaign built as an alternate reality game: a fictional AI music band, hidden clues, an interactive puzzle website, promo-code discovery, and a coordinated rollout across Discord, YouTube, Telegram, Instagram, and Reddit.
+15%
DAU
+12%
Average session length
5 channels
Community rollout
Idea
Treat the reveal like a community mystery rather than a patch note. I created the concept of a fictional AI music band whose song and visuals hid clues about the upcoming hero, then connected it to an interactive puzzle website and channel-specific promo-code drops.
My Role
- Campaign concept and narrative structure.
- Lyrics, AI music iteration, video editing, and clue placement.
- Puzzle flow, promo-code mechanics, and community rollout plan.
- Cross-functional coordination with community, product, and creative stakeholders.
Execution
- Released a music teaser with hidden hints about the new hero and upcoming update.
- Built an interactive puzzle website where players hunted for clues.
- Distributed promo codes across Discord, YouTube, Telegram, Instagram, and Reddit.
- Used community discussion and Amplitude metrics to evaluate the engagement spike.
Outcome
The campaign drove a measurable spike in player engagement: +15% DAU and +12% average session length. It also created a reusable playbook for turning community curiosity, creator-facing content, and product reveals into one coordinated launch moment.