Midnight twelve. This name probably doesn't mean anything to you players. And yet, this press agency has played an important role in the communication around Farming Simulator, since version 15.
And to know a little more in detail behind the scenes with regard to press relations and communication around a blockbuster like Farming Simulator, we asked Mathilde Daures, Customer Director of the agency, to introduce us the right-hand activity of the press service of Focus Home Interactive.
Mathilde hello, what is the overall role of Minuit Douze?
Mathilde Daures: “Hello Bruno, Minuit Douze is a communication and press relations agency. My role is to be a link between the video games on which I work and the media (Web, TV, radio and press), to ensure that they are informed about the games and talk about them. So I send the media press releases and the game if they want to test it, I put all the official visuals and videos at their disposal. It is also necessary to stay informed, read the daily newspapers, watch the television news and the Web in order to be able to propose relevant subjects to the media, in accordance with their editorial lines and their way of treating the news. "
A typical day in a video game and high-tech press agency is…
MD: “It all depends on the period. It's very intense before Christmas, between September and December. I work for several video game publishers, so I read my emails first and organize my day according to priorities. I answer my clients 'questions and journalists' requests. I prepare the elements that we use during campaigns (press releases, press kits, visuals, etc.), I establish lists of media and journalists to contact. I'm also looking for places for events, it's very varied! "
What was, or still is, your role in the communication around our favorite agricultural simulation?
MD: “In a very competitive sector, we seek to stand out by supporting each new release with an original delivery to the media and influencers (youtubers, streamers, etc.). Marie-Caroline Le Vacon, International PR Manager at Focus Home Interactive, the publisher of the game in France, designs astonishing “press kits” which make an impression.
A few years ago, a hostess dressed as a farmer delivered a stocked basket. Then it was the famous Farming cow who went into the newsrooms, success guaranteed! 2 years ago we had breakfasts delivered which were well relayed on social networks. And in 2018 we delivered a backpack with various items related to Farming Simulator 19 for the release of this new opus.
My main mission is to get the game talked about in the media, but I may also be required to make appointments at a show such as Paris Games Week or the Salon de l'Agriculture with journalists on the Farming Simulator stand, or to take care of the logistics for the delivery of the press kits. "
How important is FS to your schedule?
MD: “20% because I don't work alone but as a team. "
In the team, are we a player before being a communicator?
MD: “Yes, of course, we are all players and passionate about this industry, even if we don't all have the time to play a lot in our free time, between activities, children… ”
Do you work with other video game giants? France ? International ?
MD: “Minuit Douze works for 2K, 505 Games, Warner, Paradox Interactive, Bethesda, DreamHack France, Amplitude Studio. We are operational in France and also internationally thanks to our network of partner agencies. "
Thank you Mathilde Daures and the Minuit Douze agency for taking the time to enlighten us.
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