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Through a combination of core gaming and mass media – including three separate features in The New York Times and positive reviews by gaming beat writers at USA Today and Reuters that helped drive coverage in 300+ outlets – we brought massive awareness to the MMO. And in the 24-hours surrounding the game’s release, fans and media gathered for “Midnight Madness” events across the U.S. and Nazguls invaded Wall Street!






 

Turbine, a subsidiary of Warner Bros. Home Entertainment Group, enlisted 360PR to launch THE LORD OF THE RINGS ONLINE™. The resulting campaign drove hundreds of thousands of gamers to opt-in to the beta and then pre-order the game, paving the way for a sales success story.

A series of positive previews in premiere gaming media, including GameSpot, IGN, and GameSpy started the buzz with core MMO players, who would be critical to launch success. We also engaged a broader base of LORD OF THE RINGS fans, immersing ourselves in Tolkien communities online, who hadn’t played an MMO but could – and would help fuel word-of-mouth for the epic game.  The PR earned street cred for LORD OF THE RINGS ONLINE with the most important influencers – MMO players and Tolkien fans.


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