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The Amazing American Circus
Managing PR Activities for Klabater
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CHALLENGE
Press and influencer support services with the end goal of getting review copies into journalists’ hands and encouraging pick up in the influencer community after a bumpy development road and the delays to the final release date.
GOAL
Manage TAAC’s PR activities in the run-up to and including launch day by convincing media outlets to review the game so it could achieve a Metascore and increase general exposure and awareness through streaming channels.
APPROACH
Provide copywriting support, conducting a press release campaign and conduct review key outreach.
What We Did
Copywriting Support
We started with defining what The Amazing American Circus is and who it was for by developing an elevator pitch for the game to be used across all comms channels and in presentations at public exhibitions such as Gamescom and EGX. We also re-drafted the copy across all comms channels to establish consistency of vocabulary, tone and to establish an identity for the game that players would recognise.
Press Releases and Review Key Outreach
Based on Klabater’s roadmap, the TGM team made a launch plan covering their pre-launch period and launch campaign. We published a press release announcing TAAC’s launch distributed to 1,988 global targets. Before Gamescom, we distributed a press release announcing TAAC’s presence there as part of IGN’s Awesome Indies showcase to 1,975 global targets. On release we published a launch day press release which was distributed to 1,964 global targets. Finally, before EGX, we distributed a press release inviting UK games press to visit Klabater at their EGX booth distributed to 440 targets in the UK, Eire, and Europe.
Additional targets were researched and approached individually from the start of our contract with Klabater through until launch day to complement organic interest seeded by the press releases. In addition we also conducted manual press outreach to our TGM press network to distribute review keys for the game including a targeted push inviting global journalists to register their interest for console review keys.
Interested in a free consultation? Free consultation?
The Results
Distinct tone of voice for the game established Organic press campaigns = 70 + pieces of organic coverage obtained Review Code Outreach = 50 + reviews published
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