The PR campaign, by The Braben Company, extends beyond men’s and gaming titles, by highlighting different editorial and technical aspects of the futuristic war game to appeal to national newspapers.
‘The campaign is about breaking down the game into specific themes and tailoring each idea for specific titles. Every magazine and newspaper will get a different story,’ said Braben chief executive Sarah Braben.
She said story sell-ins would revolve around things such as its musical score provided by the Czech Philharmonic Orchestra, the movie-like visuals and the war history that inspired the game.
Sony PlayStation head of PR David Wilson said Killzone promises to ‘recapture its hardcore heritage’ from PC platforms, as first-person fighting is ‘not a genre that has really excelled on the PlayStation platform’.
While the agency will develop crisis comms strategies for Killzone, Braben said its futuristic style was unlikely to attract the criticism that was levelled at violent games such as Manhunt (PRWeek, 6 August).
Killzone is one of Sony’s three major releases in the lead-up to Christmas, along with The Getaway 2 and Gran Turismo 4. Wilson said The Getaway 2’s complex storyline gives it the broadest scope for media relations hooks.
Sony has retained Shilland to handle PR for The Getaway sequel, while it has appointed Jardine Communications for Gran Turismo 4. Jackie Cooper PR handles PlayStation2’s brand PR.