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 MCC, 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.