Cyberpunk 2077: Phantom Liberty

What was the project about?

Phantom Liberty is a spy-thriller expansion for the open-world RPG called Cyberpunk 2077. As cyber-enhanced mercenary V, you join secret agent Solomon Reed to unravel a web of shattered loyalties and sinister political machinations.

We had set several key goals for our communication campaign. First, we wanted to introduce players to the new characters, locations and content in the expansion. Second, we wanted to draw attention to the fact that world in Cyberpunk 2077 is still being developed and improved. The huge Update 2.0 was released in the time period close to the expansion release, which introduced numerous changes, fixes and additions to the gameplay. Lastly, we wanted to introduce new players to the world of Cyberpunk.

Short videos - the expansion & Update 2.0

I was involved in producing short videos project showcasing various features and locations from Cyberpunk 2077: Phantom Liberty or/and new features added to the game with Update 2.0. My responsibilities were: coming up with the ideas for the videos, closely collaborating with the amazing Much118x, coordinating feedback and approvals with the dev team and creating copy for each of them. All of the videos gained great reception in our community and generated over 3 million of views combined.

Informative posts

I was also responsible for creating copy for informative posts, like the expansion’s timeline post, since we had observed that numerous community members were uncertain about when the expansion would take place. The post reached in total over 1 million users across all Cyberpunk channels.

Screenshots

I also prepared short copy for a series of screenshots highlighting various locations and features in the new location introduced in the expansion called Dogtown. Each of these posts generated engagement within our community, with individuals sharing their thoughts about the featured elements in the comments section.

Engagement-focused posts

To boost community engagement, I took charge of crafting copy with questions that directly referred to specific expansion-related topic. These posts not only sparked significant engagement but also established a sense of security, encouraging people to openly share their perspectives with both us and other community members.

One of my highlights was coordinating the delivery of the Cyberpunk 2077: Ultimate Edition summary asset illustrating some of the new features. I came up with the creative idea of showcasing the message on V’s in-game computer, coordinated the delivery of the asset with our Creative department and prepared copy both for the infographic and social media post. One aspect that was very important to me was using the insight that many people tend to send messages to themselves. The post gained over 1.1 milion reach only on Twitter and has resulted in strong community engagement.