Last week, 10 Yetis managed and implemented a national PR campaign for our client Playr2.com, a video game price comparison and marketplace website. After several months of planning and a carefully regimented schedule on the day, "National Dress Like a Video Game Character Day" was born!
Playr2.com briefed us with developing a creative, unique campaign that would target both gaming and general consumers. The PR campaign would have to be closely linked to gaming, given that the site exclusively focuses on this area.
We felt that the campaign would work best should it be able to target both gaming and national press, so developed a fun campaign that aimed to unite gaming fans around the country. Lo and behold, National Dress Like a Video Game Character Day was born, encouraging gamers to embrace their love for video games by going about their daily routines dressed as their favourite characters!
A key aspect of the campaign was encouraging gamers to take part in celebrating the day, so people were encouraged to upload pictures of themselves in full fancy dress to the Playr2 Facebook page, where they would automatically be entered into a prize draw. To accompany this, we also rolled out several press release both before and on the day to spread awareness, and had an on-foot promotional team stationed outside Future Publishing in full fancy dress to further increase awareness amongst press on the day.
The response we got was fantastic, with an impressive amount of gaming fans up and down the country donning their fancy dress with pride! We were sent some fantastic images via the Facebook page, increasing Playr2.com's Facebook following, and also got some great national coverage in Metro, Digital Spy and The Huffington Post using the pictures that were sent in by the public; the cuttings to which can be seen below..
A nice piece on The Huffington Post for the Day
Another nice piece on Digital Spy