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Marketing Objectives:
To raise awareness and drive sales for Konami’s Coded Arms Video Game.
Process:
Conducted Cultural Anthropologically-based research and online consumer segment mapping. Designed an integrated Direct to Consumer (DTC) and Direct to Influencer (DTI) campaign. Syndicated a game / tool to 100s of websites and blogs that enabled their users / readers to surf the internet and fire bullets, lightening and bombs at any site via a transparent flash layer. The users took pictures of the explosions and sites they blew up (as commentary), and then posted those onto their social network pages, blogs, websites, and html message boards, or to drop them into IMs or email them. Created, launched and hosted a contest based on the Coded Arms game that enabled 100s of webmasters and blog owners to have a co-branded interface of the game (iFrame at the tope – See “Your Logo Here”), which motivated them to take ownership of the game to blast it out to their user bases and feature it upon their site. GPR also obtained and provided the webmasters and blog owners with prize packages to give their users.
Results:
Obtained millions of impressions and a major multiple in media value. Blew away the client benchmarks for pre-orders, buzz posting results, sales and eCRM acquisition of those who signed up for the game. Obtained a pass-along multiple value of 10 for the co-branded tool as compared to print which only has a 3 times pass along value. Created the right brand association and engaging tool for influential sites to want to be associated with and push Coded Arms. Turned many of the sites into Affiliate channels to drive traffic to Konami’s Coded Arms pages to sell the title. Built a solid database of influential gamer webmasters and blow owners enabling us to foster those relationships for future campaigns.
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