5. Hit the campaign trail

Rethink the rulebook

PR, press appearances and media partnerships have always been an integral part of launch strategies but the landscape has changed and continues to evolve at pace. Brands need to shake of their old habits and resist defaulting to hitting the same platforms in the same tired old ways.

You're now as likely to see musicians or actors promoting their new releases while wolfng down hot wings or facing cringe questions in a chicken shop. The success of video games are beholden to the Twitch streamers and infuencers and how entertaining they make your game look.

Many of today's successful launches adopt an entertainment frst approach to press and media, showing up on platforms that are hyper relevant to their audiences and doing so in surprising and fun ways that are optimized to fuel the meme cycle even more.

8.7M views in 13 days of Jennifer Lawrence’s appearance on Hot Ones

Reject reality

6. Fake it til you make it

Your ambitions or ideas don't need to be limited by what's actually possible (or the budget you have). It's possible to spark conversations and ignite imaginations with something 'fake' too.

From football to fashion, there are a host of recent, standout examples where CG visuals and real world footage combine to 'is it real?' stories that have ignited collective debates around whether they're legit, or indeed whether it even matters because the idea they represent is inspiring and fun in its own right.

Man City celebrated their treble win by showing of their blimp sized silverware above the Etihad. Jacquemus transformed their iconic handbags into cars and took to the streets of Paris. The success of these show us how inspiring audiences fnd the crossover between digital and IRL. There's undeniably power to being able to realize ideas like these for real, but in the age of social faux execution can be just as impactful.

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