The games industry: #PlayApartTogether: Promoting Social Distancing


Campaign Summary

The gaming industry touted a campaign designed to promote compliance with measures that can help limit the spread of COVID-19.


Objective and Context:

#PlayApartTogether is a games industry initiative that encourages players to follow the World Health Organization's (WHO) health guidelines to fight the spread of COVID-19.

To promote this effort during the global pandemic, 18 game industry leaders in the interactive entertainment space encouraged their vast network of users to follow the WHO's health guidelines, including physical distancing, hand hygiene, respiratory etiquette, and other powerful preventive actions that people can take to fight COVID-19.

#PlayApartTogether encourages users to adopt best practices for the sake of their own health and that of their families and communities. By incorporating COVID-19 self-protection messages into games, the industry is telling the world: Wherever you are, whatever game you play, you can make a difference.

Target Audience:

The campaign's target audience included anyone who plays games — whether on their mobile device, console, or online.

Creative Strategy:

The campaign designed all the supporting assets in house with the intent of making audience members understand the campaign's mission; moreover, it offered authorized resources provided by the World Health Organization. The campaign's organizers chose to provide the assets directly to players through ads and in-game messaging.


Overall Campaign Execution:

With the assistance of a global community of games publishers and the technical guidance from the World Health Organization, the #PlayApartTogether campaign helped to reach millions of players across the games industries. The campaign used various calls to action across the games industry — from mobile, to online, to console — to get key messages out.

Mobile Execution:

Given that this was a coalition of members of the games industry, it is hard to determine the percentage that was allocated to mobile.

Results (including context, evaluation, and market impact)

This was an awareness campaign, geared towards creating understanding of COVID-19 and involving the games industry in combatting it. Its success was manifest in the fact that the campaign:

  • Garnered a national TV audience of 1,442,283
  • Garnered an audience of 16,600,266,012 through online and print means
  • Generated national TV publicity valued at $137,717
  • Generated online and print publicity valued at $545,723,238

Categories: | Industries: | Objectives: Pivot Marketing, Social Distancing, Social Good | Awards: NA Bronze Winner, X Finalist