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Save Mass Effect Times Square Billboard

PR Campaign
Sunday 25th October, 2026

After BioWare’s closure put the next Mass Effect game in doubt, fan community We Are Mass Effect and YouTuber Kala Elizabeth took their plea to Times Square. Their billboard paired the hashtag #SaveMassEffect with a line from the series, giving a fast-growing petition a visible rallying point in one of New York’s busiest spots.

Why it worked: It timed a public, visual Times Square stunt to a fast-rising 200k+ petition, converting online angst into a measurable, photogenic protest hook.

The lesson: Consider pairing a surging petition or dataset with a brief, highly visible physical stunt and timed media alert for instant, image-led coverage.

We Are Mass Effect Kala Elizabeth
12 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
windowscentral.com Petition to "Save Mass Effect" reaches over 170k signatures as fans plan billboard outside EA HQ | Windows Central Sunday 25th October, 2026
gamerant.com #SaveMassEffect Petition Appears on Billboard in Times Square Monday 26th October, 2026
windowscentral.com "Save Mass Effect" is now live in Times Square as petition surges past 216,000 signatures | Windows Central Monday 26th October, 2026
kotaku.com The Fans Trying To Save Mass Effect Just Paid For A Billboard In Times Square - Kotaku Monday 26th October, 2026
pcgamer.com Mass Effect fan group buys billboard in Times Square promoting petition to save series | PC Gamer Monday 26th October, 2026
nerdist.com Save MASS EFFECT Fan Campaign Gets NYC Billboard Monday 26th October, 2026
mensjournal.com 'Mass Effect' Fans Buy New York City Times Square Billboard In An Effort to Save the Franchise - Men's Journal Monday 26th October, 2026
gosugamers.net Fans put up "Save Mass Effect" billboard in Times Square, urging EA to save the franchise | GosuGamers Tuesday 27th October, 2026
thegamer.com Mass Effect Fans Take Campaign To Save The Series To Times Square Tuesday 27th October, 2026
kotaku.com It Took Mass Effect Fans Less Than 15 Minutes To Crowdfund Billboards Outside EA's Offices And The Game Awards Tuesday 27th October, 2026
techpowerup.com Mass Effect Fan Group Buys Times Square Ad, Crowdfunds Billboards Aimed at EA | TechPowerUp Thursday 29th October, 2026
gosugamers.net Fan spots ‘Save Mass Effect’ graffiti outside Electronic Arts offices | GosuGamers Monday 2nd November, 2026
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