Aim of campaign: To target high-volume consumer web sites with the Blip's promotional creative, raise awareness of Stuntman, offer potential customers an insight into the game and, ultimately, to help increase unit sales as part of Infogrames' overall global marketing strategy. "The Blip was a natural extension of the global campaign and has been extremely successful in targeting a wide demographic by providing exclusive online content to a diverse range of web sites," explains Amanda Farr, marketing director at Infogrames.
Online executions: For the campaign, Hyperlaunch used Blips - digital tools that can take the form of either a scaled down microsite or a digital postcard with enhanced functionality. Placed on a third-party site, they can be downloaded from a web site or forwarded via email. The Stuntman Blip gave visitors an interactive introduction to the game. It carried information on and screenshots from the game, along with a trailer movie streamed via Windows Media Player. The execution also hosted online Flash-based games, which were representations of car stunts. One of the games gave players the opportunity to submit their high scores for the chance to win a PS2 console and other prizes. While introducing an incentive to explore the Blip, the competition also encouraged visitors to forward it to friends.
This, in turn, saw the execution sent virally around the web, while enabling Hyperlaunch to build a database of email addresses, submitted as a condition of users registering a high score.
Media used: Sites that were considered to have mass appeal were targeted for the online part of the promotion. The following web sites all used the Blip execution within their features for Stuntman: Jungle. com, EB, Freeserve, FHM.com, Empire Online, Play.com, AOL, WHSmith.co.uk, HMV.co.uk, VideoGamesLife.com, The Sun Online, Game, gamesradar.com, CBBC Smile, FilmFour.com and Woolworths.co.uk.
Results: Since the start of the campaign, 60,000 visitors have clicked through to the Blip so far, with an average of 8,500 visitors a week since launch - 12,000 in the first two weeks alone. There have also been more than 55,000 entries to the competition. "The number of people who have clicked onto the Blip has been phenomenal," says Don Jenkins, marketing director at Hyperlaunch. "People are still playing the games and submitting high scores nearly two months after the campaign started. That's testimony not only to the quality of the campaign but also to the power of viral marketing by email and the popularity of the web sites."
北京赛车pk10: Stuntman
Client: Infogrames
Agency: Hyperlaunch New Media
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