Public Relations + Content

Before Space Invaders, before Defender, before Asteroids...

There was Sea Wolf!

Background

When Coastal Amusements set out to launch the mobile app version of Sea Wolf — possibly the most popular arcade game of the 1970s — they came to Channel V Media for an intense two-month launch program.

CVM’s work fell into three primary categories: develop an online presence, introduce social media and content strategies, and publicize the launch.

Transition

Challenges

  • The Sea Wolf brand only existed in arcades

    or people’s memories.

  • The brand had no existing online presence

    or content assets, aside from the forthcoming app.

  • The game would launch with only limited levels.

    Sea Wolf needed to keep gamers engaged and updated while new levels were being developed.

  • Sea Wolf needed to reinvigorate

    its relationship with original fans while speaking to a new generation of gamers.

  • Sea Wolf’s only stated strategy

    for attracting app downloads was PR.

  • Sea Wolf’s internal social media team would implement day-to-day updates,

    but they needed a cohesive strategy.

“
Tight controls. Addictive gameplay.
Good music and sound effects.
”

Strategy

  • 01

    Create a comprehensive content strategy that speaks to both old and contemporary gamers

    02

    Introduce creative content that extends the Sea Wolf experience beyond the game

    Strategy
  • 03

    Design and develop Sea Wolf’s online presence

    Strategy
  • 04

    Develop a cohesive social media strategy to guide ongoing updates by the Sea Wolf team

    Strategy
    Facebook Custom Page
    Strategy
    Strategy
  • 05

    Make strategic introductions to industry partners to increase downloads and visibility

  • 06

    Target print and online media to get as many reviews as possible in the app’s first month on the market

    “
    One of video gaming's earliest hits has returned as an iOS game!
    ”

Deliverables & Results

Introduced Coastal Amusements to Apple’s app store marketing team to explore ongoing marketing opportunities and the launch of new mobile games

Introduced Coastal Amusements to Dave & Busters to develop an in-store promotional program that would promote app downloads

Delivered a Sea Wolf-branded content-rich website that acted as the brand’s hub, housing a player’s forum, information about the app and the Sea Wolf Blog

Created an app demo video for use on the site and social media

Introduced branded Sea Wolf social media profiles (Twitter, Facebook, YouTube) and pre-populated them with initial launch content

Secured 22 app reviews from national news outlets, gaming sites, gaming trades, and technology outlets in the first month

USA Today made Sea Wolf one of its “Portable Picks” and gaming update declared Sea Wolf “Game of the Week

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