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The top ten trending phrases on Twitter are an unpredictable mix of useless celebrities, #memes and eyewitness reports of breaking news, usually before it has been reported by traditional press outlets. Last month, the phrase ‘Dead Island‘ appeared and a click revealed it to be a game, and not a newly announced game, but one revealed some years ago and largely forgotten about. One stylish trailer later and it was one of the phrases on the tip of everyone’s Twit-tongue.
“The trailer we released was mostly a blessing,” says Vincent Kummer, Dead Island’s brand manager at Deep Silver, “because when you put something out there you don’t expect to generate that much interest in the game, especially not for free.”