From a Good Idea to a Great Result (PR)

What the talk is about

Ivan Zhyvytsia, PR director at Wargaming for the CIS, uses two cases to show how an unconventional idea can turn into wide media coverage on almost no budget. The first is a "tank made of carpets": during a New Year World of Tanks event, fans were invited to bring carpets to a hockey match and lay them out as a tank on the ice. Only 35 people came, but it was enough, and the activation brought dozens of publications, including sports media. The second is a giant BelAZ mining truck painted in tank camouflage for Tankman's Day: a teaser, TV and automotive coverage, then a "for sale" listing on classified sites that added dozens more articles. The speaker advises making ideas interesting beyond gaming media, finding value for partners, preparing the internal case, not fearing skepticism, and starting small. Useful for PR and marketing people with limited budgets.