The goal of the Totally Secure Airport campaign was to support the game's initial announcement on Steam and drive high-velocity wishlist growth from day one. Unlike other marketing beats in the publisher's portfolio, this push was intentionally isolated to measure the direct impact of short-form creator content.

Polden is big on short videos, livestreams, and VOD content as core marketing channels across their portfolio, and Jestr is used as the primary platform to scale this approach efficiently. For Totally Secure Airport, the Jestr campaign launched simultaneously with the Steam announcement on February 11. Notably, this activation was fully separated from other major marketing efforts such as IGN coverage, Asia-focused campaigns, or showcases. This made it possible to directly attribute performance to short-form creator content. The campaign focused on showcasing the comedic nature of the trailer and getting many creators' reactions to it.

The campaign massively over-delivered, generating 15.28M views from 39 short-form creator videos which is close to 15x the original forecast. Wishlist adds spiked the day after the announcement and closely mirrored the view curve in Jestr, giving Polden confidence that short-form content alone was driving high-intent traffic to the Steam page. That early wishlist velocity was strong enough that Steam quickly began doing the heavy lifting, with organic discovery rapidly outpacing the initial paid push.