Remedy Entertainment and 505 Games just released AWE, easily the most anticipated piece of Control DLC thanks to its fan pleasing tie-in to cult-classic Alan Wake. As always, we lead North American media relations for the project and ensured AWE launched with the warped surrealistic bang it deserved.

We began by prepping a quick media alert to support a special preview stream Remedy prepared to show off the first 15-minutes of AWE gameplay live. Our highly curated news-focused media list hit all the right marks as we spread the word among dozens of gaming and geek outlets, many of which were tier-one. Remedy also sneakily dropped details of a limited-edition coffee table art book during the stream, so we prepared to handle the influx of media asking, “can you get me one of those, pretty please?”

The meat of our AWE campaign, of course, surrounded launch reviews. We spent weeks pitching, following-up and researching Control fans to ensure AWE was put in all the right hands ahead of its release. Our review code request tracked filled up quickly (obviously, we’re talking about Control here!), leading us to immediately start getting codes out to those begging media hands.

Launching a AAA game, even its DLC, wouldn’t be complete without some complexities though. 505 and Remedy also planned to release its helluva-deal, all-in-one package, Control Ultimate Edition on consoles and Steam – it was previously an Epic Games Store exclusive on PC. This hot piece of news hit on the same day as AWE, meaning we doubled our efforts with pitching, coverage tracking and reporting to 505. A busy day, but certainly worth it in hindsight – especially when you see all the results!

Speaking of results, take a look at some of the top reviews we secured for Control AWE with leading gaming outlets: