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OUR WORK
Client:
Lara Croft GO
Category:
Entertainment (Mobile)
CAMPAIGN OVERVIEW
Popular gaming character, Lara Croft was featuring in a new mobile game, Lara Croft GO. The team at Square Enix needed a campaign that captured the imagination of consumers and would ultimately lead to downloads of the game. Brown Betty produced a detailed campaign with announcements, events, interviews and a review programme to achieve coverage across mobile, gaming and mainstream media. At launch we conducted a PR stunt by taking 4 Lara Croft “Cosplayers” on the tube armed with iPads for the public to win – Lara Croft on the GO. On that day a callout was printed in the Metro newspaper and highlighted on their social channels with a secret word for consumers to whisper to the Lara’s.
RESULTS
- Number 1 in the game app charts
- Coverage achieved across all major national, gaming, lifestyle and mobile press
- Heavy social pick up via consumers and media outlets
- Over 200million consumers reached and an average score of 9/10 achieved
- The Best Videogame PR Stunts