H+K Strategies advised that the launch strategy should focus on ‘the first ever video game available for 1p,’ as ‘Pay What You Want’ was not original following Radiohead’s launch of In Rainbows. To support the launch, H+K Strategies held a launch at Aston Villa FC, commissioned artist Ed Chapman to create portraits of Sir Alex Ferguson and Mark Hughes made out of 5,340 pennies and contracted ambassadors to help communicate key messages.

The results speak for themselves:
-over 250 editorial hits in 2 weeks
-279K consumers to the retail store in one day
-coverage on 125 blog posts
-over 20,000 YouTube views
- reached over 450 million people

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