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Brütal Legend’s 666-Minute Tribute

PR Campaign
Thursday 27th August, 2026

Following Tim Curry’s death, Double Fine made its game Brütal Legend free to download for 666 minutes. The darkly playful timing and Curry’s role as Emperor Doviculus turned a straightforward tribute into a shareable piece of gaming news.

Why it worked: A time-limited free download tied to a breaking obituary, with the devilish 666-minute window, gave press an urgent, irresistible hook.

The lesson: Consider launching a brief, numerically symbolic giveaway synced to a timely cultural moment to create urgency and a clean headline.

Double Fine
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