|
Marketing Objectives:
To raise awareness and drive sales for Konami’s Death Jr. 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. Recognizing the power of the Death Jr. brand, created and distributed limited edition Death Jr. comic books, graphic novels, T-hirts, and key-chains. Built a backend Xtranet page and contest tied to a Death Jr. game that enabled users to play the game on different sites where they could post wallpapers, screensavers and banners onto their social network pages, blogs, websites, and html message boards, or to drop them into IMs or email them to virally spread the buzz about the game.
Results:
Generated more than 1.5 million unique visitors in less than 1 month to the site. Obtained millions of overall online impressions producing a major multiple in media value. Obtained a pass-along multiple value of 15 for the co-branded tool as compared to standard print, which only has a 3 times pass along value. Motivated the influencers and their users to read about and buzz up the Death Jr. game and property. Turned many of the sites into Affiliate channels to drive traffic to the Konami Death Jr. pages to drive the title’s sales. Solidified GPR’s database and relationships with Gamer sites, blogs, message board moderators, social network group administrators and online reviewers.
|
