To mark the release of the new video game ‘Tiny Tina’s Wonderlands’ (part of the acclaimed Borderlands franchise), Globe partnered Polydor artists Baby Queen and Crawlers with publisher 2K Games for a series of ‘Let’s Play’ content. This saw the artists sitting down to enjoy the first few hours of the game, as part of two hero pieces which were shared to the official 2K YouTube channel.
Baby Queen was joined by Stephanie Nneoma, Cyborg Angell and Sunpi - three hugely popular UK gaming creators - to play through the cooperative story mode of the game. The four had a natural chemistry which shines through in the hero content, which Baby Queen shared a cutdown of to her Instagram and TikTok followers.
The four members of Crawlers all appeared in their episode of the series, and the band had an absolute blast battling the myriad of enemies thrown at them in the different missions of the game. Like Baby Queen, they also encouraged fans to watch the full episode by sharing cutdowns on their Instagram and TikTok.
The campaign reacted incredibly positively with both the Baby Queen and Crawler fanbases, highlighting the strength of the alignment between artist and brand. This was evident in the overwhelmingly positive sentiment in the comments on all of the artist social posts.