Hotwires strategy was to use the unique ‘virtual-reality-esque’ features of the game to capture mainstream media attention and avoid direct competition with Tiger Woods. Hotwire also recognised they needed to position RWG as the perfect way to learn or improve “real-world” golf skills when off the course, creating a new market for the game with golf enthusiasts.
Finally, Hotwire needed to ensure they got the game into the hands of key influencers prior to launch so they could see it for themselves, overcome the ‘not another golf game’ scenario, and help create a buzz.
The first stage was a pre-launch event at the Sports Café in Leicester Square where a range of national and long-lead men’s lifestyle and golfing journalists were given exclusive previews of the game as well as review copies.
|
Campaigns 
