Bethesda
Position a new game as a must-play on the gaming scene by sparking awareness
The Objective
A TikTok campaign to embed Indiana Jones into gaming culture
Bethesda, the renowned game studio behind titles like Fallout and The Elder Scrolls, is back with a brand-new release: Indiana Jones and the Great Circle™.
The goal? Position this new game as a must-play on the gaming scene by sparking widespread awareness, curiosity, and excitement among TikTok communities — where trends and conversations are born.
The challenge was to anchor this legendary character in the imagination of a new generation of gamers and build anticipation around the upcoming release.
The Solution
An immersive media plan to ignite the TikTok community
To bring Indiana Jones and the Great Circle™ into the TikTok spotlight, Bethesda opted for an immersive media strategy combining high visibility with natural integration into platform usage. The setup relied on two complementary formats:
Top Feed, to drive maximum attention through the first In-Feed ad slot, combined with a Reach & Frequency buying model to control the reached audience and the number of times they were seeing the ads
Auction In-Feed Ads, optimized towards clicks and focused views, to scale the campaign efficiently
The creative content was designed using a native, For You Page-first approach — allowing for a seamless experience in users’ feeds and maximizing both engagement and ad recall.
The Results
In just a few days, Bethesda delivered an outstanding campaign, powered by a strategic mix of Top Feed and Auction Ads.
The results exceeded internal benchmarks across multiple KPIs:
+29.2% ad recall
+17% brand awareness, demonstrating strong upper-funnel impact
6% view-through rate, confirming format engagement
The bespoke TikTok creatives for Indiana Jones saw great results, exceeding our internal benchmarks:
2-sec VTR: 16.81% vs benchmark 13.20%
6-sec VTR: 4.49% vs benchmark 3.71%
Not only did the creatives follow TikTok’s best practices — leveraging trends, on-screen text, and a native FYP-first approach — but Bethesda also updated their assets throughout the campaign to avoid creative fatigue and maintain engagement.
As shown in the graph below, this creative agility allowed the campaign to maintain steady performance over time — with consistent click-through and cost trends throughout the launch period.
Conclusion
A successful launch that showcases TikTok’s power for gaming campaigns
With this campaign, Bethesda proved that TikTok can be much more than a top-of-funnel channel for gaming. By leveraging native, immersive formats designed for the For You Page, the brand not only boosted visibility for its new release but also drove tangible gains in key brand metrics.
An activation that proves that in even the most competitive sectors, creative agility and smart targeting can make all the difference.
Are you a gaming brand looking to boost your visibility and sales on TikTok? Get in touch with us!
We’re thrilled with the results from TikTok and how they worked to bring Indiana Jones and the Great Circle™ to life. As a key partner they helped us engage with a younger audience who might be less familiar with the Indiana Jones franchise. Their TikTok specialists also collaborated with our brand team to build a huge suite of creative assets that felt authentic, relevant and well targeted to the platform.