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Warner Brothers
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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

Client:
Lara Croft GO

Category:
Entertainment (Mobile)

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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. 

CNeYvvYXAAAbt-N.jpg

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

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