Did you know that the second most downloaded app EVER on the Appstore (after Angry Birds!) is from a tight-knit game developer in Brisbane? Did you also know that this kamikaze of fruit destruction was inspired by a Shopping Network style knife set commercial? Are you a Fruit Ninja addict too? 😉
These things and more were learned in my two-month appointment as PR lead on this project with Click PR and Rinsed, where Halfbrick took the game on tour to celebrate its second birthday! Stopping in hometown Brisbane, Melbourne and Sydney, the Fruit Ninja birthday festivities were held around a national challenge to find Australia’s Fruit Ninja Master. An orchard’s worth of fruit was sliced and diced by the game’s most competitive players in a Dojo-style setup, complete with ninja’s encouraging fans to play.
Role: Working in partnership with Halfbrick CMO Phil Larsen, there were two key objectives in the supporting campaign for Fruit Ninja’s second anniversary: First and foremost, we needed to utilise PR as a means to drive foot traffic to the experiential sites in Sydney, Melbourne and Brisbane, encouraging game fans to get down there and play. Secondly, this was an opportunity to profile and demonstrate Halfbrick’s brand leadership in mobile gaming, positioning the team as global leaders in the category through this strong game heritage. Adding a big-league finale
Results: This campaign was a game of hardcore, targeted pitching and media relations. Strong media/influencer engagement and targeted story opportunities helped the news of Fruit Ninja’s second anniversary hit media spaces like The Project, Sunrise, Sydney Morning Herald, The Courier Mail, mX, GQ, GameSpot, Kotaku, Nova and more, achieving more than 120 media impressions across the campaign in news, gaming, consumer and community/social media.
The players came and conquered the Fruit Ninja Challenge with Melbourne’s Jess Nunn taking home the prize in the grand finale media and influencer event in Sydney!
For a snapshot of the campaign action, check out the video below:
Please note: The post has been backdated for the purposes of this online portfolio