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Clever Gets Creative
The team at Clever knows that every product
will have its press releases and screen
shots blasts, but we also know every product
is unique and needs a unique approach
so we strive to find new and creative
ways to create awareness and secure coverage
for the products we promote.
Creative Email Blasts
  Sometimes just sending out some new screen
shots just doesn’t cut it. The Clever
team likes to mix it up with creative
email news stories that are both eye-catching
and filled with key product information
to create awareness AND coverage.
The email blasts you see here were picked
up as news items all over gaming online
sites, while long-lead publications who
got the piece contacted the PR team back
to request the game for review (which
also led to future coverage).
Ice Nine “stealth announcement”
mailing
A stealth action game based on the film
starring Al Pacino and Colin Farrell,
“The Recruit” required an
announcement worthy of a world-renowned
spy.
With some awesome “surveillance photo
style” screen shots of the game,
we set to work having them expertly printed
on photo paper and sending them out to
editors with no return address information,
no product information—just sealed
them up in a manila envelope marked CONFIDENTIAL.
For the second leg of the campaign, the
editors were sent eerie messages recorded
on mini cassette tapes which referred
to the mysterious Ice Nine virus. At this
point, media were clamoring to figure
out what the mysterious new game was and
Gamespot’s news editor went to great
lengths to track it down before it was
officially announced.
This mailing was not intended to garner
typical coverage, it was intended to create
awareness—which it did. All the
press were intrigued and knew it was something
they needed to cover even before it was
announced.
Wallace and Gromit Editor “Contraption
Contest”
If you know these two, you know they create
odd contraptions out of everyday items!
In order to promote and create awareness
for the game on a tight budget, the PR
team set about to challenge top gaming
publications to create a contraption worthy
of Wallace and Gromit!
The PR team put together a package of water
bottles, rubber bands, straws, silly putty
and more and sent them off to each top
gaming publication. Within a few days
they received a number of interesting
and diverse contraptions including the
grand-prize winner, an expertly drafted
water fueled jet pack (complete with blueprint
drawings).
The editors took time out of their day
to do this because it was creative and
fun. Again, this initiative helped create
awareness about the game within the editorial
community and even caused some editors
to write to the PR team and say “this
is the coolest thing anyone has ever done.”
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