The launch of The Legend of Zelda: Tears of the Kingdom

The Legend of Zelda is an iconic, genre-defining video game series. So for the gaming community, the 2023 launch of The Legend of Zelda: Tears of the Kingdom was a very, very big deal. 

But making Tears of the Kingdom a blockbuster success would mean not only winning with existing Zelda superfans, but also breaking through with a more mainstream gaming audience.

To help introduce the game to this broader audience, we sought out a mainstream endorser: Canadian superstar Maitreyi Ramakrishnan, star of the Netflix hit “Never Have I Ever” and long-time Zelda fan.

We leveraged Maitreyi’s authenticity and accessibility over a wild 24-hour period that saw her ringing through the first sales of the game in Canada, touring Canada’s biggest media outlets, and hosting a hands-on experience for top content creators.

The partnership generated more than 275 pieces of coverage - with most of the stories landing in outlets and with influencers who don’t usually cover gaming. And that broad audience helped propel this launch straight into the record books: The Legend of Zelda: Tears of the Kingdom quickly became one of the fastest and best-selling games in the franchise.