Social Media is so popular and can get it into thread easily, however you will need people who will really use or play the game for them to be able to hype it. Like those gamers turns bloggers or streamers. If it's a exciting game then definitely people might give it a try especially those millenials that are into new things that make headline.
In fact, as I'm learning from Bitcointalk minute-by-minute, I can see the more recent bounty campaigns place much emphasis on social media, like this one --
https://bitcointalk.org/index.php?topic=5193409.0