Trending PR Campaigns
The Herbalist
IO Interactive brought Snoop Dogg and his son Cordell Broadus into Hitman: World of Assassination for a limited-time mission. Snoop voices and portrays an eccentric entrepreneur, creating a playful celebrity crossover and a new storyline for players to pursue.
Why it worked: A timed, playable celebrity cameo with father–son first-ever co-op angle gave journalists a clear headline, date peg, and built-in fanbase.
The lesson: Consider pitching a limited-time, interactive drop with a unique first-ever pairing that forces a deadline and guarantees sharable participation.
Coverage over time
How this story spread across the media