case studies

Brice Mellen, the Blind Videogamer

Back to Case STudies

Objective:
Convince the world that a blind boy from Nebraska plays a mean console.

Results:
A self-liquidating concept that quickly turned into a major media story.

The Challenge:
When we first heard about Brice through iGames member center DogTags in Lincoln, Nebraska, we thought we had died and gone to PR heaven. Brice is smart, talented – and just so happens to be a sightless young man with amazing videogame skills. How to do Brice justice? And, also, how to break his story in order to achieve maximum impact?

The Strategy:
With the PR dictum that “broadcast follows print,” we started by contacting Associated Press’ Lincoln bureau, fully realizing that the first placement would have to be broad and big and seen by the most number of people at the same time, a strategy that would have the rest of the mainstream media, particularly broadcast, calling in no time.

The Results:
The Brice story was quickly picked up by outlets, both large and small. Among the majors:

  • The New York Times
  • CNN
  • USA Today
  • The Drudge Report
  • ABC News
  • MSNBC
  • Forbes
  • The Boston Globe
  • The Chicago Sun-Times
  • The Washington Post

In addition, once the story seemed to be cresting, we heard from the morning shows. Much wrangling and logistics followed, but in the end we went with The Today Show, who aired the amazing tale of Brice Mellen on August 1, at 7:40 a.m. EST, just as millions of Americans were tuning in before heading off to work.

View the clip from the Today Show

Other placements followed, with Brice appearing live on G4 TV to face-off against another blind gamer (Brice won, of course.) and follow-up mentions on IGN and thousands of blogs. To date, Brice remains one of the biggest videogame stories of the year and his popularity is unmatched, as personal appearance inquiries and interview requests continue to roll in.

Want to find out more about Brice or book him for your event? Drop us a note at biz@prwithbrains.com