← All cases
Gaming · Launch2022 — 2023Kappa × Virtus.pro◉ Russia · side project under Lunar HARE agency
“We Are In The Game” — a gaming launch, online to offline
Led the influencer and entertainment marketing for a gaming-first collection launch — livestream house, streamer integrations, PR and 60-hero seeding.
60
post-seeding heroes
20
launch model
PR+IM
channels
1
stream house
Challenge
Launch a fashion collection with genuine credibility inside the gaming community — not a brand trying to fit in.
Strategy
- A livestream house as the flagship moment, not a press event.
- Top Twitch and YouTube streamers cast for authenticity, not follower count.
- Online-to-offline funnel from stream chat to product page.
Execution
- Negotiated and produced integrations with leading Twitch and YouTube streamers.
- Coordinated branded livestreams around the offline launch event.
- Amplified through PR, Telegram, YouTube, Instagram and creator seeding.
- Ran post-event seeding across 60 heroes.
Results
- Broad reach and engagement from announcement to on-air.
- Collection landed inside the gaming audience with cultural credibility.
Social proof
From livestream to street.
A snapshot of the Kappa × Virtus.pro launch — streamers, promocode drops, creator seeding and press across Instagram, Telegram and VK.
01Creator & streamer posts
Next case
Sporty & Rich →