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T-Enterprise gaming digital PR campaign

T-Enterprise gaming digital PR campaign

Games developer T-Enterprise is a small firm of six people, yet attracted 100 pieces of media coverage and 1.13 million people visiting its website with one game alone.

Working with its PR agency Publicity Heaven, the company scans the news each week for suitable victims to parody in free online games. Its developers are able to turn games round within 24 hours of a news event happening.

The first big success came when Heather Mills threw a glass of water over Paul McCartney’s lawyer during their divorce proceedings.

The company built MuccaChucka.co.uk (pictured), challenging players to control a cartoon Heather trying to soak Paul and his lawyer to collect a £24m divorce settlement. The point of the game was to strip Paul of his money in the fastest possible time… the cartoon Heather lost cash if she accidentally splashed the judge!

As the divorce was dominating headlines in the national media, Publicity Heaven knew a national newspaper would pick up on the story and secured an exclusive page three splash with The Daily Star.

T-Enterprise doesn’t sell to consumers, but the directors were smart enough to understand that mainstream consumer coverage would in itself generate additional coverage.

And it did – the story generated 100 other media mentions including The Times and CNN.

Ultimately 1.13m people played the muccachucka game online with 359,000 people playing on one day alone.

The next opportunity quickly followed with BA’s botched opening of Heathrow’s Terminal Five, and T-Enterprise launched a parody of the chief executive Willie Walsh.

In WeeWillieWalsh.co.uk players controlled a cartoon chief exec trying to pick up the thousands of stranded bags and load them onto a plane. Pesky X-ray machines and luggage trolleys slowed him down.

The game generated 50 pieces of coverage including The Observer and a rare appearance on BBC News at Ten.

Website traffic peaked at 200,000 visitors a day.

And the effect on T-Enterprise has been stunning. It has received two sales enquiries from significant plc companies, directly attributable to the media coverage. A successful result for the company, and proof that great PR can drive sales leads.

T-Enterprise’s creativity did not stop there.  Since the release of muccachucka and WeeWillieWalsh, the company has created games parodying The Apprentice, Gordon Brown, the stolen passports fiasco, and Bejing police’s brutality towards ITV journalist John Ray.

AJR
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