The challenge in globally promoting this new action thriller was to reach the elusive 18-34 male demographic in a relevant way. To do this, the client turned to the power of gaming where they could message directly to an engaged audience while providing high definition, immersive content to reach entertainment fans around the world. As part of its strategy to reach gamers, Fox incorporated dynamic in-game advertising and a branded microsite on Xbox LIVE across ten international markets throughout Europe, Asia and Mexico.
Targeting young women aged 13-25, this campaign promoted Cacharel’s new perfume “My Amor Sunshine”. The “myAmor Match” MSN Messenger Game enables users to test their summer fitness and compete in real time against their friends to collect the fanciest summer clothes, get the best suntan, and prepare the best summer cocktail in exchange for game points and the chance to win an iPod. The game attracted a new public to the brand and exploited the sense of rivalry that exists in this target group. At the end of each challenge, users could decide whether to play the next game with the same friend or with somebody else in their contact list, enabling the promotion to spread virally. Four weeks after launch, 60,000 users had visited the Amor Sunshine site and the games had been played 100,000 times.
In a bid to improve on the success of a previous campaign, Fox Sports wanted to engage the user by providing something to play with. A number of improvements included changing from JPG to Flash, really showing the game, and, by integrating a log-in form, allowing users to quickly get into the game.
Entrant Agency:
French Connection/ Manning Gottlieb OMD
Campaign:
FCUK
Campaign Description:
This in-game campaign aimed to re-launch the FCUK brand to a young male audience, shift perceptions of FCUK from slogan to fashion brand, associate FCUK with games, and drive positive brand perceptions. The campaign delivered prompted recall of 68 per cent, well above in-game advertising benchmarks. Awareness of the FCUK logo change increased from 70 per cent to 82 per cent, and the perception that FCUK is “at the cutting edge of fashion” rose from 35 per cent to 45 per cent. The campaign was appreciated by gamers for the realism it added to urban landscapes within the games. The number of respondents reporting that “FCUK has been recommended to me” soared from 36 per cent to 49 per cent following exposure to the campaign, demonstrating clear word of mouth buzz among gamers. The perception of FCUK as “a brand I choose” rose by 5 percentage points to 65 per cent, while purchase intent increased by 4 percentage points to 42 per cent.
Intel sponsors the BMW's Formula One team. Last year they created a virtual quiz game that simulates a round-the-world race. The challenge of this online campaign was to attract as many people as possible to register for the competition at the website. The targets were speed fans, high-tech geeks and employees who use a computer in their office. This banner is part of the campaign's viral strategy in which 15 screensavers were synchronised in order to create a racetrack inside the office.
To increase the number of customers for this online gambling website, this creative uses the football league as a theme to reach the emotional side of the user who is about to go back to work after the long summer holidays.
To increase the number of customers for this online gambling website, this creative entices users to play basketball at a time when the Spanish national team was taking part in the Olympic Games.
This successful campaign used MSN Tabs, Windows Live Messenger Personal Expression and interactive banners to promote the microsite www.compartipepitos.com. This was the client’s first web experience and the main aim was to generate a consumer database. In 20 days, 18,000 users interacted with the Pepitos character then signed up on the microsite to customise e-cards.
This campaign promotes the Nike brand and drives awareness by entertaining and adding social and interactive elements into the advertising. Games on Windows Live Messenger proved to be the perfect channel.
O2 Ireland needed to reach the youth market and give them a reason to reconsider O2 as the brand for them. Taking a leadership position online, O2 became the first brand to use in-game advertising in Ireland. While racing down a street, gamers would pass O2 billboards and even ads on litter bins. The "We are One" campaign acquired 214,000 customers (an increase of 36%), generated lots of PR for innovative youth marketing, and won two Ad Effectiveness Awards.
Campaign:
Försvarsmakten - Do you have what it takes?
Campaign Description:
This recruitment campaign for the Swedish Armed Formces appears on billboards within a game. They ask "Do you have what it takes?" and give the website URL where gamers can find out more.
TV6 is a new channel in Sweden aimed at 15-34 year old males. It wants to position itself as cool and unpredictable, so TV6 chose to reach its audience through in-game advertising served in real time via Massive to online gamers in 'Undercover Need for Speed'.
For the launch of this new game, classic and expandable format ads were used on an MSN Entertainment page takeover. The creative had to be as artistic as the game itself to give users a taste of its dream-related world.
