PlayStation | Until Dawn | Social Campaign

How do you demo a game that’s not even out yet?

By recreating the game mechanics on PlayStation’s Twitter for the world to play.



A bite-sized horror adventure.


The story changed based on which hashtag was tweeted most.


After the game finished, we showed fans how their choices impacted their story.


Our hashtag was so popular that it became the rally cry for fans waiting for the game's release.


After the game’s release, we kept our game going by sending out emails triggered by fans’ in-game decisions.