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Square Enix

Square Enix Inc., the premier developer and publisher of action role-playing games (RPG)'s such as the Final Fantasy series, hired Ruder Finn to publicize the release and distribution of its video games into the consumer mass market and help launch successful events and tradeshows.

Ruder Finn took on the task of consumer and corporate branding. Through solid, extensive media contacts and industry alliances, Ruder Finn was able to generate national media and consumer attention across all areas, form retail and interactive entertainment professionals to casual gamers.

 

 

OBJECTIVES

• Generate awareness of Square Enix's marquee series titles such as Dragon Quest, Kingdom Hearts and Final Fantasy; as well as leverage favorable reviews and placements for other popular titles such as Star Ocean, Radiata, Full Metal Alchemist and the SaGa series.
• Create ongoing, consistent media coverage by leveraging promotional partnerships, favorable gaming magazine reviews, new developments and business opportunities for Square Enix.
• Spearhead story ideas and facilitate awareness of the game among key target audiences in North America.
• Develop corporate message points and information to maintain consistency in media.
• Build in more lead time on game titles to maximize media prospects.
• Incorporate strong, proactive media campaigns and clearly define thought leadership activities.

PROGRAM

• Electronic Entertainment Expo (E3) Tradeshow – Each year Ruder Finn secured over 50 one-to-one interviews with top-tier consumer, entertainment and gaming reporters to demonstrate the game and provide interview opportunities with Square executives and game designers.
• In 2002, Ruder Finn launched Consumer "Demo" Day and the Celebrity Launch Party, which was attended by some of young Hollywood's hottest stars and industry executives.
• Kingdom Hearts launch 2003 event.
• New York City 2003 and 2004 Demo Tour.
• Final Fantasy launch 2005 event "More Friends - Music From Final Fantasy" concert.
• Final Fantasy XI launch 2005 event "Return Home to Vana'diel" campaign.

RESULTS

• Ruder Finn secured placements of Kingdom Hearts, Dragon Quest and various other popular Square Enix game titles in the top-tier markets including Daily Variety, Hollywood Reporter, Financial Times, Los Angeles Times and the Chicago Tribune.
• Total circulation generated for trade, newspaper and magazine publications exceeded a total circulation of 8,000,000.
• Ruder Finn established new relationships with broadcast outlets including CBSNEWS.com, MTV and E! Entertainment Television.
• Ruder Finn established new relationships with print publications including Penthouse, Stuff and Financial Times, HUB Magazine.
• Top-tier newspaper outlets including Chicago Sun-Times, San Jose Mercury News and the New York Times.