Resistance 2018 ARG Game Campaign

Challenge
Sony Pictures wanted to engage international audiences for the release of Terminator Salvation in a way that went beyond traditional trailers and posters, creating an immersive experience that matched the scale of the franchise.

Strategy
I identified Twitter as an untapped opportunity and reimagined the platform as a space for interactive gameplay. By positioning the campaign as an in-fiction alternate reality game (ARG), fans could step directly into the Terminator universe and join the resistance against Skynet in real time.

Execution

• Developed the ARG as a fully interactive experience across Twitter.

• Wrote and scheduled daily missions, clues, and story-driven prompts to keep the narrative moving.

• Partnered with creative and production teams to align the campaign storyline with the film’s universe.

• After launch, repurposed the ARG framework into a daily Twitter game for Wheel of Fortune, proving its adaptability.

Results

• Pioneered the use of Twitter as an interactive gaming platform.

• Drove thousands of international participants to engage with the Terminator brand ahead of release.

• Set a precedent for Hollywood social-driven storytelling campaigns and positioned Sony as a leader in digital innovation.

Watch a video about the Facebook Chatbot: https://www.youtube.com/watch?v=SbEkOZTpO9Q