Help Drive Reviews and Launch Success for Survival Horror Title

DreadXP partnered with UberStrategist to support the launch of My Friendly Neighborhood, an all-ages survival horror game inspired by classic children's television programming. The publisher wanted a memorable way to introduce the game to media and content creators while standing out among competing horror titles.

The goal was to keep My Friendly Neighborhood top of mind leading into launch and encourage reviews, coverage, and social media engagement. DreadXP sought a creative campaign that would capture the game's unique personality while giving press and influencers a compelling reason to revisit the title.

We developed a custom physical unboxing kit designed to reflect the game's distinctive blend of nostalgia, humor, and horror. Working closely with the publisher, we conceptualized and assembled themed swag packages containing two branded t-shirts, a branded mug, a wrench-shaped USB drive loaded with game assets and a review key, and a personal letter from the developer.

Our team identified a targeted list of top-tier North American media and influencer contacts and coordinated the assembly and distribution of 44 kits. By combining practical review materials with memorable physical items, we aimed to create a lasting impression and generate conversation around the game's launch.

The swag packages helped drive a successful review cycle for My Friendly Neighborhood, contributing to coverage from outlets including NPR, IGN, Kotaku, Screen Rant, CBR, and GamesRadar+. 

The campaign also generated positive social media engagement from recipients, extending visibility beyond traditional editorial coverage. Influencers and media outlets, including OniKanaVT, Zerggiee, motelsiren, TechRaptor, CGMagazine, and Seasoned Gaming shared their kits online, amplifying awareness among horror game fans. 

By creating an experience that recipients wanted to share, the unboxing kits extended the reach and impact of the launch. The campaign helped DreadXP generate broader awareness while reinforcing My Friendly Neighborhood's unique identity in the horror genre.