Game/Project: AFFECTED: The Manor – Complete Edition
Developer/Client: Fallen Planet Studios
Launch date(s): 2021
Campaign Overview:
One of the most popular horror experiences in VR has been Fallen Planet Studios’ AFFECTED: The Manor, with an initial Gear VR launch in 2016. During 2020 our client planned a series of DLC additions to reinvigorate the game for one final hurrah. Tiny Brains was brought on board to facilitate a wide-ranging press and influencer strategy for these content rollouts, followed by centralised messaging to promote the final ‘Complete Edition’.
Based on experience, Tiny Brains leveraged a transmedia approach through direct social media outreach and physical mechanising. Pumpkins and carving kits were sent to select journalists, whilst VR gaming press and influencers received access to pre-launch playable builds at prestigious industry events.
We enhanced initial interest through distributed embargoed press releases and assets to a wide variety of media. This was complemented by regular community engagements, running social media competitions and challenges.
Campaign Results:
With a strong history in place, Tiny Brains secured further news coverage across multiple outlets as well as new reviews for a then 4-year-old game. Furthermore, a new launch trailer promoting the PSVR edition was also reposted by various outlets.
This strategy created a renewed interest and saw AFFECTED: The Manor – Complete Edition sales bolstered for Fallen Planet Studios.
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