EML Wildfire has been hired by Realise Digital to develop and carry out a consumer PR launch programme for Beauty Town, a new Facebook game that aims to promote positive messages about female body image.

The game is being developed by Dynamo Games and has external investment from Channel 4 and Creative Scotland.

Beauty Town will launch in July 2011 and aims to appeal to women aged 13 to 30 and 40+, the largest and fastest growing demographic of social gamers. The object of the game is to run a successful virtual boutique with players also able to visit hairdressing and other shops to improve their avatar. Working alongside Realise Digital, the technology PR agency will use a range of traditional, broadcast and digital PR techniques to launch and drive awareness of the game amongst target demographics.

Rob McLeod, head of planning at Realise Digital said: “With its experience running a range of consumer PR campaigns for a range of technology brands and its knowledge of the online and digital space, EML Wildfire was the obvious choice to help us with this strategy and execution. The PR campaign will form a vital part of the entire marketing strategy and will help position the game at launch and drive visitors to the various online destinations we have created.”

Debby Penton, director at EML Wildfire said: “Beauty Town taps into two key trends – beauty and social gaming. Our PR strategy will aim to capitalise on these two components in order to raise awareness at launch and encourage target users to try the game. Working with Realise Digital we will help develop an integrated PR and marketing strategy to drive success for the brand using a range of traditional and digital PR techniques.”

EML Wildfire is a technology PR agency created following the merger of EML and Wildfire PR in May 2011 delivering consumer and business to business PR campaigns. You can follow the agency on Twitter or read latest thoughts and opinions on the agency’s tech PR blog.

About EML Wildfire

EML Wildfire is a brand new global technology PR agency born out of the merger between EML and Wildfire PR. Our expanded, purpose-built tech PR service offering ensures we create measurable success for tech brands in the digital age, by building integrated campaigns around our clients’ specific communications needs.

Our high impact consumer PR and business to business PR campaigns build market awareness, engage target audiences and drive sales for technology businesses across global markets.  We combine sector knowledge, international PR experience and market insights with traditional, social media PR anddigital PR skills, to position our clients for commercial success.

Follow us on Twitter or read latest thoughts and opinions on our tech PR blog.

About Dynamo Games Ltd. Established in 2004; from early success Dynamo Games has gone on to produce titles on many platforms including hundreds of mobile handsets around the world, the iPhone, the iPad, Android and the Sony PSP. Recently Dynamo Games has expanded beyond the handheld gaming genre into the world of online social gaming. Their achievements include their BAFTA award-winning mobile game Championship Manager 2008. The company has also released their first fully owned IP Social Network Game onto Facebook in the summer of 2010, entitled Soccer Tycoon. Dynamo aims to be a leading developer of Social Media Games and to be releasing highly successful games to market.

About Channel 4 Channel 4 invested in Beauty Town following a call for proposals for games, website and app ideas which support positive body image messages. C4 provided investment because Beauty Town resonates with the editorial focus of a range of C4 lifestyle programmes and the audience for the game aligns well with C4’s audience demographic. There may be cross promotional opportunities (e.g. 4Beauty) to explore but Channel 4’s investment is also indicative of its ongoing commitment to support new digital talent and help Dynamo grow both its business and its own IP.

About Creative Scotland Creative Scotland is the new national leader for Scotland’s arts, screen and creative industries. Creative Scotland invests in talented people and exciting ideas, develops the creative industries and champions everything that’s good about Scottish creativity. Scotland boasts an incredible range of talent, from award-winning directors and writers to widely recognised actors and internationally renowned architects and digital companies. As a result of the wealth of indigenous talent, Scotland produces a huge volume of home- grown productions and products each year.

About Realise Digital

Realise Digital is one of the UK’s leading digital agencies (NMA Top 100), dedicated to combining creative vision with excellent technical understanding and execution. The company’s core service offering consists of digital strategy, website and intranet design and development, online marketing and outsourced support.

Realise Digital is headquartered in Edinburgh, with offices in London and New York. The Realise Digital team is headed up by Digital Director, Fiona Proudler, Creative Director, Don Smith and Chief Technical Officer, Jon Tonberg. Its clients include Channel 4, Lloyds Banking Group and Standard Life.

For more information, please visit www.realise.com/digital