Launch of South of Midnight

Xbox France

Tech Entertainment Public relations & Public affairs Digital & Influence

South of Midnight launch: gow can we build momentum over several months around the launch of an action-adventure game in order to embed key messages over time and maximise visibility?

A campaign rolled out over more than six months

Oct. Jan. Feb. Mar. M.&A. Apr.

Oct.

Jan.

Feb.

Mar.

M.&A.

Apr.

During de Paris Games Week, 7 interviews with Maxime Archetto, Game Director, and Olivier Derivière, Composer, to present the game in depth.

A game preview event at the Microsoft Experience Center in New York, with a BFM journalist on site to explore behind the scenes of the game’s creation.

Digital previews for 12 carefully selected French journalists, giving them early access to the game ahead of its release.

Game reviews with the distribution of nearly 130 codes to French journalists and content creators to generate maximum coverage at launch on April 8, 2025.

Six interviews with Olivier Derivière across Tier 1 media such as Konbini, France Inter, MGG and JV, focusing on the game’s music.

Seeding to 12 content creators and journalists of an exclusive kit