As huge fans of The Chinese Room, the plan for this campaign was simple. Using careful curation and placement, we'd let the game speak for itself. Our mission was to position this so that the game would organically trend worldwide and showcase the game's finest moments, all while preserving the mystery of its ending – a common challenge for shorter, narrative games.

We hand-picked over 600 creators known for their passion for shorter, narrative-rich experiences and a taste for 'elevated horror.' This curation proved instrumental to our success, as tastemaker placements sparked an additional 400 requests for the game from other prominent influencers and helped us reach a vast amount of relevant placements.

To amplify the buzz, we curated a list of targets for Carburant, who crafted 20 high-quality buzzkits to top creators around the globe. This generated millions of social media impressions and fantastic sentiment, creating a ripple of excitement that reached far and wide.

The combination of targeted outreach, curated creator partnerships, and captivating buzzkits propelled the game into the global spotlight. The game was trending on X (Twitter) on launch day and YouTube for the entirety of launch week. We reached the front page of Twitch 11 times in week one and the meticulously curated content satisfied existing horror fans' hunger for immersive horror experiences while also sparking the curiousity of a broader audience.