Q.
What PR campaigns over the last 12 months impressed you the most and why?
Caroline Miller, Indigo Pearl: Sorry to cite one that we worked on but Ariana Grande in Fortnite, C’mon, that was super cool! But the one that probably makes us laugh the most are Ryanair’s socials.
Stefano Petrullo, Renaissance: Microsoft’s communication strategy has been nothing short of brilliant: transparency, great spokesperson, balanced presence in the industry, and very clever acquisition strategy. Microsoft has positioned Xbox, not as a simply a console, but as a beautiful ecosystem of experiences, accessibility and all that good stuff gaming has to offer players today…. And now that they’ve also bought Activision Blizzard… more kudos!
Julia Herd, Five in a Boat: I absolutely loved CHD’s adopt-a-grandparent campaign. Designed to pair isolated care residents suffering from loneliness with volunteers from across the world, the campaign sought to create positive connections during the pandemic at a time when people needed them most. In the games industry my choice goes beyond just a campaign and that was EA adding Kiyan Prince to the QPR team roster in FIFA 21, with fans being able to play as Kiyan in-game. This was a fantastic way of preserving his legacy and in celebrating his football achievements – it was just beautiful.
Dean Barrett, Bastion: Within the games industry the EA Sports and Kiyan Prince Foundation campaign demonstrated how powerful strong PR ideas can be, achieving cut through and encouraging young adults to strive to achieve their full potential. Genuinely inspiring. Beyond the games industry a big favourite in the office was the Beanz on Weetabix campaign that achieved great cut through on social media with other brands and organisations joining in the fun.
Gareth Williams, UberStrategist: Curve Digital’s work on The Ascent with Renaissance PR was exceptional; and not just from an historic day one sales perspective. The amount of coverage they secured was fantastic, Honest PR’s work with Jingle Jam has been excellent too. Passion about games should always be at the forefront of our minds, and it’s people like Daniela Pietrosanu at Marvelous, Lauren Dillon at Pokemon, Gabrielle Hibberd at Renaissance and newcomers like Rebecca Stow at Bastion that will help us grow our industry in the next ten years.
Stu Taylor, Dead Good: I’ve constantly been impressed by what creative agency Yrs Truly has been doing for Dungeons & Dragons and Magic: The Gathering the past year or so.
Kirsty Endfield, Swipe Right: I really enjoy looking at campaigns outside of gaming for inspiration. Some recent campaigns that spring to mind are; Green Park being rebranded as Green Planet to mark the launch of Sir David Attenborough’s latest BBC series, and a limited edition of Where’s Wally, called “How’s Wally”, was created to teach young people about the mental health impact of no longer being surrounded by crowds.
Mike Hendrixen, Vertigo 6: The way that Riot Games launched Netflix show Arcane was truly impressive. They went big on the content, the music, the assets, everything. The show was a must-see even to viewers who were unfamiliar with the League of Legends universe. And the soundtrack by Imagine Dragons and JID is still in the top 10 on Spotify in the Netherlands. Despite going big on a global level, they were still keen to offer journalists across Europe opportunities to speak with the producers of the show in order to boost local editorial content. A perfect example of ‘think global, act local’.
The MCV/DEVELOP PR Panel will return in 2023
“Microsoft’s communication strategy has been nothing short of brilliant. And now that they’ve also bought Activision Blizzard… more kudos!”
Stefano Petrullo Founder, Renaissance
Febraury 2022 MCV/DEVELOP | 51
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