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 to our hero video. 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.
The campaign secured 382 pieces of coverage in just 24 hours, with a global reach of 15.5 billion including in top gaming, national and lifestyle titles such as The Sun, Yahoo, Kotaku, GameSpot, PCGamer, IGN and more with the campaign listed as one of the best April Fools of 2022.
On socials, the Goat Simulator TikTok channel attracted 56,000 new followers and saw a net increase of 700,000 likes with comments praising the campaign and speculating that this meant a new Goat Simulator game was in the works. The campaign has gone on to win multiple awards including MCV’s 2023 PR Campaign of the Year, Best Use of TikTok at the Global Digital PR awards as well as nominations for Best Use of Creativity and Best Use of TikTok at the UK Digital PR awards.
