May 2018
Rage 2 / Bethesda Softworks: Rage Against Walmart
Rage 2 Digital Ad - Rage Against Walmart


Prior to the official announcement of RAGE 2, Walmart Canada accidentally listed the game on the company’s consumer website along with numerous unannounced titles from competitive publishers. The leak was picked up by all major gaming industry news outlets and social media. The Bethesda team quickly pivoted to lean into the leak with a tweet, embracing the game’s ludicrous brand tone and style. Surrounding the leak, RAGE 2 generated far more share of voice compared to competitive leaked games due to the witty response to Walmart.

Development Studio: id Software
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