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Hollywood comms giant The Lippin Group and marketing firm Infinitize have partnered on a new PR and integrated marketing offering targeting clients with fandoms across genres including gaming, K-pop, anime, true crime, horror, animation, comics and graphic novels.
Additionally, Infinitize has launched gaming division Vendetta, which is “built to champion indie rebels and fan-first studios.”
Lippin and Infinitize will collaborate on creating custom campaigns targeting key fandoms for clients. Per the companies, offerings will range from integrated marketing (including social management, paid and performance marketing, interactive and transmedia experiences, lifecycle-email and SMS-marketing, influencer marketing) to strategic communications (creation of key positioning, writing press materials, pitching and media relations, content publicity, event promotion, thought leadership and networking).
Infinitize’s new gaming division Vendetta, which will be supported on the comms side by Lippin, is made up of staffers who have previously worked on campaigns with Devolver Digital, Good Shepherd, 3D Realms, and events including DreamHack, the gaming portion of SXSW, and Digital Entertainment World.
“At Infinitize, we specialize in transforming passion into power, and The Lippin Group shares our deep respect for fan-driven culture,” Infinitize CEO Jenny Zha said. “Their unparalleled legacy in media and entertainment publicity marries perfectly with our digital-first, fan-centric approach. Together, we’re unlocking new possibilities for the kinds of stories, creators, and communities that deserve the spotlight. Gaming has always been the frontline of fandom—where communities fight for what they love and shape culture from the ground up—which is why we are launching Infinitize’s new gaming division, Vendetta, as we signal our commitment to continuing our growth in this exciting area.”
Lippin Group managing director Kevin Broderick added: “Understanding how to activate fandom is essential to audience development and working with the team at Infinitize has proven to us how much a coordinated campaign with our combined capabilities can deliver on campaigns. From K-pop and podcasts, to graphic novels and anime we have grown an understanding of fandom that has been fruitful and look forward to formally tapping into this partnership to provide value to companies wherever they are trying to grow.”
