Assassination video game Hitman has created an interactive advertising campaign which allows users to “kill this ad” changing the narrative of the ad.
The ad features a corrupt rich guy called Wolfshark doing various ‘bad guy’ things, once the video starts play “kill this ad” appears where the “skip ad” function normally appears. Depending on when users click the button, you’ll see Agent 47 (the protagonist in Hitman) assassinate Wolfshark in a gruesome way. The words #HitHappens follow the ad.
Developer IO Interactive and publisher Square Enix partnered with creative agency Omelet to create the marketing campaign.
The ads will be targeted programmatically meaning they will reach video gamers.