With Steam Next Fest coming around the corner, Haunted Heist needed to drive wishlists up beforehand to make the most out of the crucial event.

Autotroph was playtesting internally with their own friend group but we decided to open up access to the build for content creators, despite its unpolished state. The goal was to generate funny, organic moments caused by group interactions or even comical bugs.

The campaign went absolutely viral with many creators highlighting funny moments with their friends. Another key reason for success was how creators encouraged their viewers to share/tag their own friends to play with. This organic network effect resulted in better video performance and maximized reach.