Fish of Fury - slightly rude

The task

Anybody involved in games development on Apple's iOS platform knows just how competitive an arena it is. Thousands of iPhone/iPad games are released every year and it's very difficult to stand out from the crowd.

The solution

It was all based on one simple idea (they are always the best) – let's 'borrow' some brand awareness from the biggest game on iOS, Angry Birds.

The teaser got the community talking and wondering what it all related to. Much Twitter and forum discussion followed after pictures of the teaser were published by some significant online sites. With the media warmed up they were ready for the launch. Game previews with the lead media targets were then arranged prior to the launch announcement and reinforced with a widespread reviews programme amongst traditional and online media.We wanted to get the target media anticipating the launch and so the Babel team prepared a 'teaser' for the target media comprised of a disembowelled Angry Bird accompanied by a simple postcard with a picture of one of the game characters and the slogan 'Don't F**k with the Fish'. The only clue given was a Twitter hashtag on the back of the card.

The result

Fish of Fury was everywhere. Reviews secured included the UK's biggest selling newspaper, the Sun, and the in the online world, the game received attention in Pocket-lint, Stuff, CNET, TechDigest, Tap!, DigitalSpy, Kotaku, MCV and MacWorld amongst many others.