- Press Campaign
- Influencers campaign
Public Relations Campaign for Console Releases
Hellmut: The Badass from Hell is a crazy rogue-like dungeon crawler with gore pixel-art and a whacky spirit developed by Volcani.cc and previously published on PC by Grindstone.
Background: The PC release a year earlier by publisher Grindstone lacked marketing and communication support, and overall was not a success. We couldn’t use Steam keys for the mission.
Objective: Ensure 4 weeks of visibility in the video game media (Press and Influencers) to support the console’s releases.
Public Relations Campaign Strategy
Our PR campaign to accompany the console release of Hellmut: The Badass from Hell was designed to activate 2 essential pillars of independent game promotion: The trade press and influencers. In line with the release schedule, we organized communication points with journalists, bloggers and content creators.
Each campaign has been meticulously managed in order to maximize stakeholder engagement and to guarantee a maximum of visibility over several weeks for Hellmut: The Badass From Hell.
We designed the press campaign to fit the release schedule and sequenced the reveal of exclusive items and visual assets as well as managing the game codes ahead of the releases. We filtered the video game media to match the target audience of the various consoles.
This encouraged the release of news and previews/reviews over time and helped to expand the game’s visibility in the trade media. We secured 227 articles including 110 game reviews, with a average rating of 7.4/10, in more than 15 countries.
Most articles were published from May 1 through the end of June 2019, with a dozen additional reviews published through December 2019. The press review of the press campaign is available on our Flipboard Magazine.
The influencer campaign was designed to get visibility on video content platforms (Youtube, Twitch, Mixer) for about 8 weeks.
We orchestrated the engagement of content creators around Hellmut: The Badass from Hell according to the different console releases by organizing fun events and contests.
Gathering on Mixer for Xbox Release
We coordinated a gathering of dozens of streamers on Mixer the Sunday night following the Xbox release. As a result, Hellmut: The Badass from Hell was ranked 7th in the most-watched games on the platform in front of games such as SMITE, APEX, or CoD.
Last-longer Stream Contest
We planned a Last-longer Stream Contest over a week-end with over 50 content creators participating. The first 3 winners played and streamed for 11, 9 and 8 hours in a row respectively. To thank them for their commitment to Hellmut: The Badass from Hell, they received branded gifts such as T-shirts, pins and video games from 2Tainment.
Here the graph of the activity seen on the Twitch platform on the game Hellmut: The Badass from Hell at the time of the influencer campaigns and a selection of press articles.
Results and Highlights
227 articles with 110 reviews published in more than 15 countries. Including notables Video Game Medias such as Screenrant, Jeuxvideo.com, Playground.ru, Eurogamer, 4player.de.
+201 videos (>270 hours) of content creators on Youtube, Twitch and Mixer.
Constant visibility during 8 weeks on the Press and Video content platforms. (Youtube, Twitch, Mixer)
They speak for us
« I think Yohann is THE MAN for you when it comes to PR support in general. He worked very diligent and passionate with a great repertoire of press contact, social media contact and valuable insights. »