| Strategy |
Turbine, one of the largest privately-held online games companies in North America, enlisted 360PR to help launch The Lord of the Rings Online, the first and only massively multiplayer online game based on J.R.R. Tolkien’s epic fantasy. We created a multi-faceted, results-oriented campaign that produced national media results with a modest budget and ensuring The Lord of the Rings Online stood out in the crowded field of massively multiplayer games. In addition, we needed to translate a niche market story about massively multiplayer online games to one of mass-market media relevance.
|
| Execution |
360 executed a pre-launch media campaign which consisted of multiple media tours, editor visits to the Turbine studio, a social media campaign, an on-site presence at key industry events, a creative teaser mailing and a comprehensive press kit. In addition, we executed midnight launch events at retail locations in five markets, a launch mailing to 250 media outlets to encourage reviews and launch coverage, as well as a dedicated college media outreach, mailing to “VIPs” and an on-site presence at the largest technology event for consumers in the U.S. post-launch. Central to the campaign was igniting interest in the Tolkien fan community, reaching consumers who weren’t necessarily online game players but were interested in Lord of the Rings, as well as reaching the core online gaming community.
|
|
|
| Results |
| 360PR garnered more than 200 print placements, 150 online placements and several key targeted broadcast placements for The Lord of the Rings Online. In addition, we were able to directly drive subscriptions (sales) with PR that reached a wide audience. The resulting campaign drove hundreds of thousands of consumers to sign up as beta-testers and to pre-order the game, setting up a sales success story. |
|
|
