For the launch of Farming Simulator 25, GIANTS Software sought an out-of-the-box creator activation to engage and reward their dedicated KOL community with an unforgettable unboxing experience - one that was fun, highly shareable, and strengthened their relationship with the video game brand.
In partnership with global distributor Solutions 2 GO and MarketSpan, Reverb Communications targeted both core Farming Simulator creators and an expanded list of popular variety gaming and farming creators. The central approach was a surprise mailer featuring a custom Farm Sim bobblehead uniquely modeled after each creator’s headshot. With no prior hint of what they would receive, our goal was to elicit genuine surprise and excitement - compelling recipients to share their reactions through unboxing videos and social posts.
Key Objectives:
All of this was accomplished with no direct payment to creators while reinforcing Farming Simulator’s core message: "This Farm is Your Farm". The result? A memorable, community-driven campaign that engaged influencers and delivered significant brand impact.
The core challenge was crafting an experience so memorable that creators would feel compelled to share their unboxing without direct payment. While exploring ideas inspired by Farming Simulator 25’s new gameplay features and map locations, we finally drew inspiration from the game's tagline “This Farm Is Your Farm”. Our strategy was to make each recipient feel like they were truly part of the Farm Sim universe by delivering a highly personalized package.
Most of the selected creators attended a pre-launch event hosted by GIANTS, giving us the perfect opportunity to subtly collect headshots under the pretense of needing them for event badges. For those not attending, we sourced images online. Working closely with a specialty bobblehead manufacturer, we then created custom farming-themed bobbleheads in the exact likeness of each creator - without them suspecting a thing.
To complete the experience of “owning” their very own farm, we sourced a rustic barn and diorama kit that perfectly matched an in-game model. With a small design tweak to the assembly instructions, recipients could construct their very own miniature farm - creating the ideal backdrop for their personalized display.
Utilizing the game’s stunning foundational key art, we designed a beautifully crafted box that doubled as a display piece. Inside, we assembled a premium creator mailer featuring:
To ensure a seamless experience, we carefully collected and verified the mailing addresses of each creator to ensure the correct bobblehead went to the right place. Additionally, we placed an embargo on the unboxings until just before launch to preserve the element of surprise for creators who regularly share content.
The response was overwhelming. The creators recorded their unboxings, capturing their genuine shock and excitement. Viewers loved seeing their favorite influencer transformed into bobbleheads, with many even asking if they could buy one themselves! The KPI data greatly surpassed our expectations, delivering exceptional organic content.
The community sentiment towards GIANTS was greatly strengthened.
We delivered a mailer that was more than a gift — it was an immersive experience that made creators and their audience feel like true stakeholders in their beloved franchise.
