Injustice 2 - PlayStation | Clapboard Ad Archive

PlayStation’s Injustice 2—The Lines Are Redrawn campaign, launched in 2017 by Battery for the gaming and entertainment market, deploys a story-driven digital trailer that sharply captures the blurred morality and shifting alliances at the heart of the DC universe, reasserting the brand as a force in narrative gaming. Anchored by the aftermath of Batman’s victory over the Regime and the rise of a new, existential threat to Earth, the trailer leans into high-stakes storytelling and cinematic visuals to bridge the gap between comic book lore and console gameplay. The creative approach, recognized in Clapboard’s taxonomy as FORMAT#5—Exemplary Story, places the evolving plotline at its core: audiences are drawn into an escalating crisis where the old dichotomy of hero and villain collapses, foregrounding choice, consequence, and player agency. Instead of conventional product demonstration, the campaign situates the PlayStation release as an experience where the resolution of the DC world’s fate is as much in the hands of players as in the script, which not only drives anticipation but also invites personal investment. Battery’s digital-first execution maximizes reach across YouTube and social media platforms, harnessing the network effect of fandoms by channeling discussion, speculation, and community-driven engagement directly to the game’s pre-order ecosystem. With viewership north of 1.7 million on YouTube and several thousand active conversations, the campaign succeeds in generating both mass awareness and substantive interaction, cultivating a community buzz ahead of Injustice 2’s May launch. This smart convergence of narrative depth and channel strategy enables PlayStation to reinforce its leadership in immersive, story-led experiences within the competitive gaming space while energizing both DC loyalists and the core gaming audience. Clapboard rates this 73/100. This campaign signals the urgency for gaming brands to orchestrate narrative worlds as central elements of pre-release marketing, especially in an industry where story-driven engagement increasingly determines consumer allegiance.