At the time of the Oggadoon collaboration with The Conqueror, it was new to the UK and the wider global gaming community press so their profile had to be raised from scratch. 

The partnership with Warner Brothers and its investment in the Lord of The Rings IP involved respecting and following very strict promotional guidelines and timescales to fit in with licensing rules. The team at Oggadoon secured engagement from journalists and publications prior to the approval to press go.  The press had expressed interest and a desire to be further involved when the content was ready.

Whilst the teams were waiting for approvals we saw the start of the Russia -Ukraine War and The Conqueror development team quickly created the “Stand with Ukraine”  challenge.  We had some initial concerns and advised caution around promoting a brand in the advent of a crisis, however this promotion was mainly within the supportive confines of The Conqueror community users who could virtually explore the beautiful landmark of Kyiv as well as donate to Ukraine. The campaign raised $500,000 for the Red Cross and Save The Children organisations to deliver aid to Ukraine. We were pleased to promote this to the press as a fine example of mobilising an online community using ‘tech for good’ in an authentic way. 

Oggadoon created a strategic (paid and organic) PR plan targeting key influencers and opinion leaders in the UK market.  This included the gaming,health, fitness, travel and green  press, celebrities, as well as micro and macro social media influencers.  This started as a campaign around The Lord of the Rings, then it  was updated to promote the broader portfolio of The Conqueror adventures. 

For the wider portfolio, the core messaging was developed around 6 themes which placed The Conqueror proposition ‘authentically’ in the day to day lives of the target consumers’, making the angles relevant to the press and their editorially centred coverage.