Tasked with launching a sequel rhythm racing app based on one of the most successful tap tap music apps turned out to be very challenging. On one hand, media knew about the original Rhythm Racer and had already covered it several months prior. On the other hand, the tap tap genre was still of major interest and presented us with a way to wow media one more time and give them a reason to cover, review and create buzz about the new app.
Armed with years of consumer technology and video game media knowledge, we immediately recognized that the most important PR strategy was to reach out directly to key app, Mac and consumer tech media to offer not only game reviews, but also offer interviews with AvatarLab executives. First, we worked directly with the AvatarLabs team to create press materials, prep executives for media interviews as well as create a pre-, during and post-launch PR strategy that would take the momentum of the first game, the enhancements of the second and package it into a new, exciting PR story that would garner interest and secure coverage. The results were many, including pre-launch stories stemming from several executive interviews at CES as well as major coverage in
Over the time of the media launch, Rhythm Racer 2 was downloaded over 783,000 times, pushing the app to #1 in 70 countries in the music category.
Coverage appeared in top tier outlets including AppAdvice, ImpulseGamer, TouchMyApps, TheAppCast, CapsuleComputers, GamerTell, RazorianFly, NG4, GameTrailers, Appolicious, etc. AvatarLabs overall app downloads jumped to over 4 million. The Rhythm Racer 2 app went on to win an Appy Award for the best game app of 2011.