Today in Clever PR Moves News, we take you into the world of cosplay, which Wikipedia defines as short for “costume playing”. It’s a type of performance art in which participants wear costumes and accessories to represent a specific character or idea, interacting to create a subculture centered on role play.
Yes, your nerd senses are tingling.
Not everyone gets the whole dressing-up-as-fictional-characters-and-heading-to-conventions-of-like-minded-fans thing, but anyone who ever said that such dedication to fantasy worlds is a waste of time best left to children has just been proven wrong (at least in this case). Irrational Games, creator of the popular BioShock franchise, just hired a Russian cosplayer named Anna Moleva to be the official face of BioShock Infinite’s Elizabeth. Irrational’s creative director Ken Levine wrote in a blog post that Moleva’s striking Elizabeth cosplay was too perfect to ignore; it inspired his team to ask her to represent the character both within the game itself and in related promo materials.
“We were so amazed by her dedication and her resemblance to Elizabeth that we decided to ask her if she’d like to be involved in helping bring Elizabeth to life in our box, our key art and our upcoming television ad”, Levine wrote. “Today we are very pleased and delighted to announce that Anna is the official face of Elizabeth!” Moleva’s duties as the official Elizabeth will include appearing in cover art and advertisements, and she will also make “special appearances at select events.”
This is a good PR move on more than one level. Not only does the decision to hire a fan and cosplayer rather than a professional model or actress send the message that the company genuinely appreciates its fan-base, but it also means that when Moleva appears at special events, gamers and fans (i.e. Irrational’s customers) will interact with someone who loves the games as much as they do. Win and win.
So play on, players! Now that a new Star Wars movie is officially in the works, we assume game makers will need a new Princess Leia, right?