Five Star Games approached Allure well ahead of the release of Alien: Isolation to let us know that a game was in development that was finally going to do justice to the Alien film franchise. They knew that that there was a story here that Kotaku readers, with their famed eye for detail, would engage with.
This campaign was based around a Long Form editorial piece, positioning the release as something Mark Serrels, Kotaku Editor, was personally very excited about. With the Kotaku community known responding well to gamification, we also included a creative competition asking our readers to submit their own distress messages from space. The competition element both creates a buzz, and gets the game in the hands of respected gamers early, promoting peer-to-peer advocacy.