Don't Panic! It is Just Turbulence

The Challenge

Don't Panic! It is Just Turbulence is a frantic co-op puzzle game: one player flies a failing aircraft, the other is air traffic control, and they have to talk their way out of a crash. Co-op communication games are hard to sell with a trailer. The fun is in two people shouting instructions at each other, and that only comes across when you watch someone play it.

Aiolos Studios needed that moment in front of as many players as possible, fast.

The Approach

Tiered CPM at $5 / $4 / $3 across TikTok, YouTube Shorts and Instagram Reels, tagged #dontpanicitisjustturbulence.

13 creators posted 27 videos, and the whole posting window fit inside a single day. A small roster with a strong premise: tracked views reached 924,207, and audiences engaged well above the usual level, with 39,242 likes and a 4.25% like rate. Effective CPM came in at $1.65.

The Steam page went from 268,917 to 274,165 wishlists across the campaign window, +5,248, for a cost per wishlist of $0.29.