Ouya

Hundreds of thousands of game developers can’t get their work produced major consoles like Xbox or PlayStation. Thanks to OUYA, they don’t need to.

After a historic Kickstarter campaign, which raised $8.5 million (almost nine times their goal of $950,000), OUYA turned to O-Arms to invigorate conversation about their product among hardcore gamers.

OUYA is all about nurturing beta development of new games. So our solution was to create a deliberately controversial test video that attacked the major consoles head on. The test commercial was released on YouTube to a limited, insider audience and was immediately mirrored by a fan, consequently drawing over one million blog impressions in 48 hours. Described as a “headshot to the viper nest,” the outrageous video ignited a robust discussion about OUYA and the future of gaming.

Shifting gears a bit, we wanted to celebrate OUYA’s open-dev platform. By cross-pollinating the social networks of two distinct groups of artists, we maximized exposure of the console with both street and indie-game artists. We commissioned murals by the world’s most acclaimed graffiti artists and set them free on the streets with an open brief: paint anything that captures the spirit of your indie-game-dev brethren. Murals in Berlin, San Francisco, Melbourne, London, Los Angeles and Barcelona depicted OUYA games the artists played prior to spraying the bricks.

Hundreds of thousands of game developers can’t get their work produced on major consoles like Xbox. Thanks to OUYA, they don’t need to. OUYA is an indie gaming console that nurtures the beta development of games. To ignite conversation about their product among hardcore gamers, we created a deliberately controversial test commercial that was released on YouTube to an insider audience. The video was mirrored by a fan, drawing over one million blog impressions in 48 hours.

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To celebrate OUYA’s open-dev platform, we commissioned murals by the world’s most acclaimed graffiti artists and set them free on the streets with an open brief: paint anything that captures the spirit of your indie-game-dev brethren. The artists unleashed, creating murals in Berlin, San Francisco, Melbourne, London, Los Angeles and Barcelona that evoked the underdog spirit.