Happy 25th Birthday, Tetris!
PR was tasked to revive the classic game Tetris out of 80s’ nostalgia and into current-day relevance in a competitive gaming landscape.
PR leveraged Tetris’ 25th anniversary with an event at E3 to create a story about Tetris’ past, present and future with an emphasis on mobile. PR organized Tetris partners such as EA, Nintendo and Verizon for a keynote event, securing media interviews on site and on the phone for those media who could not attend. PR produced a special video for broadcast inclusion and coordinated with Google to create an international splash, which nearly overwhelmed the Tetris servers.
On the 25th anniversary, Google’s home page recreated its logo with Tetriminos. Tetris gained over 1 billion media impressions in over 60 countries. Tetris hit 100 million downloads shortly after and released new product lines.