Launching The First-of-Its-Kind ROG Ally

Total Press Hits
Million Impressions

About ASUS

ASUS is a global technology leader that provides the world’s most innovative and intuitive devices, components and solutions to deliver incredible experiences that enhance the lives of people everywhere. 



ASUS’s Republic of Gamers line of gaming PCs, laptops, and accessories is driven by relentless innovation, producing out-of-this-world experiences for gamers and enthusiasts. ASUS created the new ROG Ally, its first Windows gaming handheld that took the gaming world by storm. BIG FISH set out to launch the ROG Ally to lifestyle and gaming media and create a steady drumbeat of coverage with in-depth reviews to build awareness of the device.


The BIG FISH Strategy

The ROG Ally was a first-of-its-kind product from ASUS. BIG FISH was tasked with securing coverage for the Ally pre-order launch in mainstream, lifestyle, and gaming press. Following the launch, we worked to secure coverage for the product ship date and during Father’s Day and graduation gift guide season in lifestyle press.

For the pre-order announcement, we conducted an embargoed media strategy, which included inviting lifestyle and gaming media to in-person and virtual media previews for hands-on time with the ROG Ally and interviews with executives and engineers for more in-depth coverage.

Once the pre-order news went live, we shifted to building momentum for the ship date. We worked with gaming and lifestyle media to seed product reviews that would publish on the ship date, creating a second news moment for the device that would create excitement. For reviews, BIG FISH proposed a tiered list of targets to set the tone for the first ROG All reviews with positive coverage. We continued the momentum strategy with creative storytelling, highlighting the ROG Ally as a top gift for Father’s Day and graduations, gamers on-the-go, and more. We continued fielding requests for media reviews, hand-holding each reporter to ensure positive coverage.



BIG FISH coordinated 6 briefings, 23 media preview attendees, and 5 product reviews. On the launch day, 8 tier 1 lifestyle and gaming publications covered the news in Dot Esports, Inverse, Mashable, and Polygon for a total reach of over 91 million. Overall, coverage at launch was positive, with reporters highlighting the groundbreaking device, its portability, and sleek design. By the end of the month, the reach increased tenfold to 922 million, with coverage in CBS News, Hypebeast, and others, plus four tier 1 media reviews in Popular Mechanics, Game Rant, Reviewed, and Insider

Coverage continued the following month, when the device started shipping, with stories in Game Spot, HiConsumption, and Bleeding Cool. CNN Underscored also published a review, noting there isn’t a better way to play PC games on-the-go, and that games look great on the ROG Ally both indoors and outdoors.

BIG FISH secured a one-two punch for the launch, with tier 1 coverage on the pre-order launch date, followed by a stream of coverage and in-depth product reviews.

ASUS Mashable
ASUS Polygon
ASUS Reviewed
ASUS Popular Science
ASUS CNN Underscored

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