Challenge
AxiCom U.S. (formerly PPR Worldwide) was challenged to ensure that Alienware’s 20th anniversary celebration at E3 would be one to remember. With VR becoming an increasingly hot trend and “must have” for consumers, the team needed to break through and showcase Alienware’s gaming systems as the latest and greatest VR-ready PCs on the market.
Solution
AxiCom U.S. and sister agency, BWR PR, enlisted actress and female gamer Chloe Grace Moretz to participate in influencer engagements, amplifying the Alienware message within, as well as beyond, the traditional gaming audience. The team also timed the launches of the new Alienware products to coincide with its 20th anniversary, nodding to its successful past and generating excitement for its future.
Results
When Alienware’s 20th anniversary celebration was over, AxiCom U.S. had secured 155 media briefings, driving 140 unique articles in the U.S. and 520 articles globally. The team delivered nearly 10,000 social mentions, with a social media reach of more than 84 million.
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