One Game to Rule Them All
360 launched and continues to drive coverage, critical acclaim and players for The Lord of the Rings Online, making it one of the most successful online games and the biggest online community of Lord of the Rings fans in the world.
360 rang in the launch of the game in style with the ringing of the opening bell at the New York Stock Exchange the day the game went on sale. The night prior, we orchestrated “Midnight Madness” events at five Gamestop stores around the country, garnering both consumer attention and media coverage of eager fans lined up to buy the first copies of the game. In NYC, we took a “Nazguls Take Manhattan” approach, enlisting street teams to garner broadcast coverage and surprise fans with branded giveaways signed by members of the development team. Pre-launch buzz for the game help generate 700K beta sign-ups and pre-orders driving consumer acquisition at launch.
Positioning The Lord of the Rings Online as “the one game to rule them all,” we drove coverage in USA Today, The New York Times, men’s lifestyle media, gaming enthusiast sites and other outlets, in addition to racking-up 20+ awards for the game.