Making waves with a blockbuster sim sequel launch
Planet Coaster 2
Communication Strategy
Consultancy
Influencer Relations
Media Outreach
Event Management
Making waves with a blockbuster sim sequel launch
Dead Good pulled out all the stops to help Frontier launch the hotly anticipated sequel to its beloved theme park sim. From an exclusive media first look to a one-of-a-kind theme park takeover — we delivered a campaign that made a serious splash!
To kick off the thrilling announcement of Planet Coaster 2, we gave 20 top-tier media outlets an exclusive first look, paired with in-depth dev interviews to dive deeper into the game’s vision. The result? A wave of excitement that generated 23 dedicated features — and helped drive a staggering 215 articles across both mainstream and specialist media. As pre-orders went live, we kept the momentum rolling with a digital hands-on event tailored for 36 handpicked outlets already passionate about the franchise. Delivered via Parsec, these sessions sparked a flood of glowing previews and interviews — racking up 46 individual pieces of positive coverage and building unstoppable buzz.
Dead Good orchestrated an unforgettable PR and influencer event at Thorpe Park — blending real-world adrenaline with hands-on gameplay. From booking travel and accommodation to managing catering and on-site production, we handled every detail to deliver a seamless, high-impact experience. A professional film crew captured every scream and thrill, producing standout ride footage and a hero video of the day. The highlight? The ‘Memorable Ride’ influencer activation. We challenged 13 top creators to ride Hyperia blindfolded, then recreate the coaster from memory in Planet Coaster 2. Their reward? Exclusive footage of their ride to use in content — helping generate 32 pieces of engaging, high-reach coverage. Meanwhile, press were invited to strap in for interviews on the rides themselves — Hyperia and Tidal Wave — equipped with 360-degree cameras for a totally immersive twist. With 11 outlets attending, the event delivered 21 pieces of standout coverage, including hands-on previews and dev interviews across media and socials.
Dead Good Results
In addition to handling the core media PR, Frontier turned to us to supercharge their launch with a high-impact paid influencer campaign. Dead Good carefully handpicked a stellar lineup of creators across YouTube, Twitch, and TikTok to generate buzz and drive engagement. The highlight? An epic Stream Relay during launch week, where four creators teamed up to build a jaw-dropping theme park together!
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