Game developer Hideo Kojima is famous for his unconventional approach to, well, everything he does–but even one of his sillier marketing moves for PS5 title Death Stranding 2: On the Beach didn’t immediately hit as intended.
Speaking to Japanese magazine An-An (translated by Automation), Kojima recalled an on-the-ground marketing stunt that he and other Kojima Productions team members carried out in the streets of Tokyo, passing out Death Stranding 2-branded tissue packs that included a QR code for a rather cryptic trailer of the game.
It’s a campaign that might sound unusual to some, but passing out tissue packs was once a common advertising tactic in Japan, akin to advertising businesses on matchboxes. The idea here is that passersby are being handed something with functionality instead of simple flyers, which are promptly discarded afterward.
