Latin America’s largest social gaming publisher had a unique challenge for the Loughlin/Michaels Group – the company was a household name in Latin America, but was virtually unknown in North America and the Pacific Rim. Mentez had enjoyed breakout success on Orkut – the dominant social network in Brazil – publishing nearly two dozen games in less than a year, and pulling in more than 20 million weekly active users. The company wanted to introduce itself to successful social game developers working in the U.S. and China and bring them a simple message: Latin America is a great place to do business, and Mentez will help you be successful there. Mentez turned to the Loughlin/Michaels Group to create an aggressive PR program to create a market voice in North America.

Communications Output

The LMGPR team applied its SysCom approach to evaluate the company’s business model, its competitors and the larger market opportunity in Latin America – with the goal of delivering the right message to the right publications.

A custom PR program was created to meet the following objectives:

  • Introduce reporters to the Mentez platform, highlighting the company’s experience and expertise in the Brazilian market
  • Provide reporters with statistics on the Brazilian social gaming market, demonstrating the size of the business opportunity in the country
  • Profile key success stories in the Mentez portfolio, notably the company’s partnership with Playdom, and the in-game promotion with Kraft in Colheita Feliz
  • Announce the company’s recent funding round with Insight Venture Partners

In the month leading up to the launch, LMGPR created an English-language website (, an interactive press release (with links to YouTube, and the company’s other social media properties) and pitches to key editors in the U.S. and China.

Communications Outcomes

Launch day went exactly as planned, with Dean Takahashi’s in-depth article in VentureBeat kicking off what became a very busy day for the LMGPR team. The team secured:

  • Original coverage in 15 key publications, notably VentureBeat, Inside Social Games, Inside Facebook, Gamasutra, The Social Times, Red Herring and Dow Jones VentureWire.
  • Follow-up interview/in-depth look at the Brazilian market with Inside Social Games editor Chris Morrison
  • More than 200 launch-related mentions on Twitter, notably from U.S. game developers intrigued by Mentez’s business model
Business Outcomes

LMGPR defines a successful launch by how well the firm was able to deliver against its client’s objectives – in this case, Mentez’s positive exposure to the U.S. and Chinese social game developer community. Mentez reported increased business development activity following the launch, including preliminary conversations with a handful of Silicon Valley’s largest game development companies.