Take-Two Interactive asked 4mediarelations to assist in the launch of their latest title Battleborn.
Battleborn is a first-person shooting game, which allows users to create teams via online play. Utilising ex-Wales and Leicester City footballer, Robbie Savage alongside a league table of the Premier League’s most competitive fans, 4mediarelations developed a schedule of radio interviews connecting gamers competitiveness to that of athletes and sports fans.
Having studied the table of the Premier League’s most competitive fans, the 4mediarelations media team contacted and booked national sports programmes alongside regional lifestyle shows to highlight the key points of Take Two’s creatives.
Ex-footballer Robbie Savage was drafted in to ensure the campaign had a relevant voice that talk about it from a knowledgeable perspective.
As mentioned, the campaign crossed the boundaries between out-and-out sports shows and general lifestyle shows as there was a dual nature to the creatives crafted for this specific campaign.
Sports shows were interested in the league table aspect, as it would give them an instant talking point.
For lifestyle, however, the interest was centralised around the idea that gamers were becoming much more like athletes and sports fans in terms of their mentalist.
Leveraging Robbie Savage’s sporting background and the consistent rise in popularity of console gaming in the mainstream, the Battleborn campaign generated 30 items of coverage, including national stations BBC Radio 5 Live, BBC Radio 4, alongside regional BBC stations such as BBC Radio Newcastle, BBC Radio Wales and BBC WM.