When Nighthawk Interactive brought us on to support the reintroduction of Disney Illusion Island Starring Mickey & Friends on PS5, Xbox Series X|S, and PC, the challenge was clear: deliver big results for one of the most iconic IPs in the world. Our PR team rose to the occasion, securing over 100 pieces of coverage across reveal, launch, reviews, and giveaways—all while navigating the unique challenges of working with a beloved Disney franchise. The outcome? A campaign that kept the game top-of-mind for fans and media alike, and a launch that resonated across both gaming and family entertainment audiences.
Our Campaign Approach
We designed a multi-phase strategy that included:
- Reveal Announcement: Drafted and distributed a press release, targeting gaming, family, Disney-enthusiast, and animation outlets. We secured coverage across over 50 outlets in North America, Europe, and beyond, including GameSpot, VGC, Hobby Consolas, and Multiplayer.it.
- Game Calendar Inclusions: Pitched to leading sites to ensure Disney Illusion Island appeared in editorial calendars at GameSpot, Polygon, Game Informer, and Game Rant.
- Reviews: Despite challenges with Disney holding codes until launch day, we secured 16 reviews post-launch, including standout coverage like CG Magazine (9/10) and Digital Chumps (8/10).
- Launch Announcement: Supported the May 30 release with a press release and distribution via Games Press, leading to coverage with outlets like Toy Insider and Laughing Place.
- Giveaways: Organized fan giveaways with outlets including Bleeding Cool, PlayStation Lifestyle, and ComingSoon to boost engagement and awareness.
The Results
Between April and July, the campaign secured over 100 unique pieces of coverage:
- 50+ reveal articles
- 16 reviews
- 4 giveaways
- 4 calendar inclusions
- Multiple launch-day stories
This mix of content kept the game visible in consumer, gaming, and Disney-enthusiast circles throughout the campaign.
Conclusion
Despite some hurdles, our PR team successfully kept Disney Illusion Island in the spotlight during its reintroduction on new platforms. With widespread coverage, strong reviews, and fan-facing giveaways, we amplified awareness and excitement for this beloved platformer. Partnering with Nighthawk Interactive on this campaign was a privilege, and we’re proud of the results we delivered together.