This document outlines a launch plan for a new social game. It discusses using a multi-pronged marketing approach, including performance, social media, television, web, and multimedia strategies. The pre-launch phase involves testing, customer research, and planning. The key elements of launch are timing, distribution, and promotion. Ongoing support and measuring analytics are also important aspects of the post-launch phase to react accordingly. The overall message is that a balanced approach using various traditional and new marketing channels is needed rather than relying solely on performance.