Especially during a tough year like 2020, music is able to cure the soul. Koch Media brought lots of joy by releasing Let’s Sing presents Queen in the Benelux, a karaoke game that pays tribute to the greatest rock band of all time. The game enables players to unleash their inner Freddie Mercury and to sing along with dozens of hits of the legendary band.
To empower the release and to encourage media and influencers to ‘break free’, we thought it would be fun to provide them with unique Freddie Mercury kits. We created themed boxes and filled them with items that instantly remind people of Freddie’s iconic Live Aid outfit, including: a pair of aviator glasses, a white wife beater, fake teeth, a fake moustache, a studded bracelet and of course, a copy of the game and a microphone.
Another important part of this campaign was the collaboration with singer/gamer Danny Froger. He shared a video of him singing along with ‘I Want to Break Free’, wearing a full Freddie Mercury outfit to entertain his followers. The video has been viewed almost 15.000 times. The kit has been shown by influential content creators Bokado, Sara Dol and Joost Bouhof and more too.
We paid a lot of attention to the distribution of review copies as well. This careful approach has resulted in reviews by big Belgian mainstream outlets like Het Nieuwsblad, HLN, entertainment website Geeko and gaming websites like Gamed & Xbox World. Aside from many reviews, we blended in a social campaign our mix to amplify the ‘out now’ message, reaching out to Queen fans. This resulted in more than tons of impressions and a very healthy ROI.