Goat Simulator 'The Musical Motion Picture': Driving Celebs Baaahrmy in Award-winning April Fool’s Campaign
Goat Simulator 'The Musical Motion Picture': Driving Celebs Baaahrmy in Award-winning April Fool’s Campaign
Coffee Stain
Coffee Stain
Coffee Stain
Gaming
Gaming
Gaming
Swipe Right was the sole marketing and PR effort behind the Early Access release of hit Viking survival game Valheim. The title became a worldwide sensation reaching 10 million players in a matter of months.
Since launch, Swipe Right has been managing Valheim’s global B2C and B2B communications, supporting the game’s Early Access updates through a mix of PR activities, marketing/community support and creative activations.
Valheim poses a unique PR challenge simply due to the sheer success of its Early Access launch and becoming an indie hit overnight.
Swipe Right devised an April Fool’s creative campaign based on the insight that video game adaptations are saturating the market both on the big screen and streaming services. So if Sonic, Lara Croft and Geralt of Rivia could have their own movies or TV shows, why not Pilgor the goat!
We designed the narrative of the campaign ‘announcing’ the movie, drafted assets including a full synopsis and script to heighten believability and secured high-profile talent to add star power.
These included Jackass star Steve-O as our ‘Director’ and a series of carefully chosen celebrities to launch an open casting call on Goat Simulator’s TikTok for fans of the game to ‘audition’ with their best dramatic goat impressions.
Swipe Right devised an April Fool’s creative campaign based on the insight that video game adaptations are saturating the market both on the big screen and streaming services. So if Sonic, Lara Croft and Geralt of Rivia could have their own movies or TV shows, why not Pilgor the goat!
We designed the narrative of the campaign ‘announcing’ the movie, drafted assets including a full synopsis and script to heighten believability and secured high-profile talent to add star power.
These included Jackass star Steve-O as our ‘Director’ and a series of carefully chosen celebrities to launch an open casting call on Goat Simulator’s TikTok for fans of the game to ‘audition’ with their best dramatic goat impressions.
Results
Results
56,000 new followers on the Goat Simulator TikTok channel, and a net increase of 700,000 likes on profile
56,000 new followers on the Goat Simulator TikTok channel, and a net increase of 700,000 likes on profile
MCV’s 2023 PR Campaign of the Year, Best Use of TikTok at the Global Digital PR awards
MCV’s 2023 PR Campaign of the Year, Best Use of TikTok at the Global Digital PR awards
382x pieces of coverage including The Sun, Kotaku, GameSpot, PCGamer, IGN and more
382x pieces of coverage including The Sun, Kotaku, GameSpot, PCGamer, IGN and more
Swipe Right devised an April Fool’s creative campaign based on the insight that video game adaptations are saturating the market both on the big screen and streaming services. So if Sonic, Lara Croft and Geralt of Rivia could have their own movies or TV shows, why not Pilgor the goat!
We designed the narrative of the campaign ‘announcing’ the movie, drafted assets including a full synopsis and script to heighten believability and secured high-profile talent to add star power.
These included Jackass star Steve-O as our ‘Director’ and a series of carefully chosen celebrities to launch an open casting call on Goat Simulator’s TikTok for fans of the game to ‘audition’ with their best dramatic goat impressions.
Results
56,000 new followers on the Goat Simulator TikTok channel, and a net increase of 700,000 likes on profile
MCV’s 2023 PR Campaign of the Year, Best Use of TikTok at the Global Digital PR awards
382x pieces of coverage including The Sun, Kotaku, GameSpot, PCGamer, IGN and more
