Rare - Sea of Thieves
The Quest For the Golden Bananas
To launch Sea of Thieves, a brand new open world pirate adventure game, we needed to do much more than a launch activation, we needed to fill it with players! So we set sail on a quest to build a pirate community.
We created The Quest for The Golden Bananas. Pirate crews banded together all around the world, from Picadilly Circus to Sydney beach, clues were buried deep in social posts, beaches, sub-reddits, in digital OOH and even inside an eBay listing. The mystery coordinates emerged...
The prize? A bunch of 22 carat gold bananas worth £100,000 awaited the winning crew. Custom made by London goldsmith Smith & Harris, creators of Marc Quinn’s gold Kate Moss. And as gamers know, developers Rare also made Donkey Kong 64🍌
