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Free League Publishing obtained the license to create The Walking Dead Universe Roleplaying Game, a major project tied to the iconic franchise. Partnering with AMC Networks and Genuine Entertainment, they aimed to launch a Kickstarter campaign to generate widespread attention and rapidly achieve its funding goals.
The primary challenge was to create a viral campaign that would resonate with both fans of the series and the tabletop gaming community. Free League enlisted ÜberStrategist for a 2-month campaign aimed at exceeding initial fundraising expectations and securing the game’s success from day one.
Our strategy began with securing an exclusive interview and preview with Polygon. We then launched a targeted outreach plan, issuing media alerts and pitching interviews to top outlets like Gizmodo, Bloody Disgusting, Shacknews, Comicbook.com, GamesRadar+, and SlashFilm. This multi-tiered approach ensured continuous media coverage and engagement throughout the campaign.
By strategically timing each piece of coverage, we maintained momentum and maximized visibility across both gaming and entertainment social spaces, ensuring that the campaign remained in the spotlight and reached a broad audience.
ÜberStrategist’s PR efforts led to immediate and overwhelming success. Free League Publishing achieved its initial Kickstarter goal within just 8 minutes, ultimately raising over $500,000. The extensive media buzz generated by our targeted outreach played a crucial role in this rapid achievement and transformed the Kickstarter into a viral sensation.
The campaign’s success far exceeded the client’s expectations, solidifying The Walking Dead Universe Roleplaying Game as a highly anticipated release and demonstrating our ability to turn strategic planning into tangible results in record time.
"The next season of The Walking Dead will take place in your neighborhood, if you want it to."
