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Benedikt Becker
Vice President of Marketing
Insights / 2 Min.
The announcement of Intergalactic, the latest game from the creators of The Last of Us, is creating waves—not just for its gameplay potential but for the brands woven into its universe. Sony, Adidas, and Porsche are more than mere sponsors; they’re part of the narrative. These collaborations are prime examples of how entertainment can redefine brand partnerships.
In Intergalactic, brand partnerships go beyond logo placements to actively enhance the story:
Sony: The tech giant powers the in-game technology, making Sony synonymous with futuristic innovation both in the game and on digital channels.
Source: Intergalactic Announcement Trailer
Adidas: The explorers’ gear is designed by Adidas, creating natural brand exposure on social media as creators and players showcase their digital personas.
Source: Intergalactic Announcement Trailer
Porsche: Sleek, futuristic Porsche vehicles drive the narrative forward, becoming aspirational icons both in-game and across creator-driven content
Source: Intergalactic Announcement Trailer
These collaborations don’t just exist in the gaming ecosystem—they extend their reach through social media campaigns, livestreams, and influencer content. The real win? The buzz these partnerships generate long before the game’s release.
For partnerships like these, the true value lies in their ability to spark conversations, generate engagement, and build cultural relevance online. Here’s how it works:
Content Amplification Through Creators: Partnering with gaming creators and influencers amplifies the brands’ reach. Creators not only play the game but also highlight integrated brands organically, building trust and authenticity.
Social Media Buzz: Announcements like Intergalactic drive conversations across platforms, with hashtags, posts, and commentary creating massive earned media value. Tracking metrics like engagement, sentiment, and share-of-voice is crucial to understanding impact.
Extended Campaign Lifespan: While the game launch is a focal point, the buzz continues through livestreams, trailers, and digital events, giving brands ongoing visibility and relevance.
At Shikenso Analytics, we specialize in analyzing the digital impact of collaborations like these. For partnerships tied to Intergalactic, here’s what we could track:
Social Media Metrics: Engagement rates, reach, and sentiment for posts featuring Sony, Adidas, and Porsche.
Creator Insights: Performance data for influencers who feature the game and its brand integrations, including impressions, audience demographics, and follower growth.
Cross-Platform Analysis: Measuring brand visibility across social platforms, livestreams, and digital events to assess the campaign’s multi-channel impact.
This data doesn’t just quantify exposure; it tells a story—one that helps brands optimize future collaborations.
The Intergalactic collaborations highlight a critical shift in how brands approach entertainment. It’s no longer about passive sponsorship—it’s about co-creating narratives that resonate with audiences on multiple levels. From social media chatter to creator endorsements, the opportunities to amplify impact are vast.
At Shikenso Analytics, we help brands unlock these opportunities by providing actionable insights into digital performance. Ready to take your partnerships to the next level?
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