Alienware, a PC manufacturer that focused on the gaming and high-performance user market, had successfully introduced products to the market but wanted a public relations partner to take its subsequent launches to the next level. After the company engaged with M/C/C, we built its profile through editorial coverage on key gaming and PC trends. We created preference for Alienware's high-end desktops and laptops and, most importantly, secured positive product reviews from press covering gaming and PCs, which lead to higher product sales. After developing a tight pitching, delivery, briefing and follow-up process, we secured more than 500 product reviews in three years, including more than a dozen editor's choice awards. The product reviews led to strong sales as Alienware was eventually fully integrated in to its parent company, Dell, as its premier gaming brand.