OnLive
The Challenge: Launch of the new Game System Console developed by cutting-edge, games-on-demand service, OnLive. Awareness of the brand and understanding of the product was limited, beyond the serious gamer. OnLive hoped to extend reach and drive brand awareness among casual gamers. Goals included driving qualified traffic to the site to engage with brand, increase registrations for the service, and drive sales. Did we mention that we launched in a very crowded Q4? With less than three weeks from project green light to launch?
Oōtem Insights: The overarching strategy was to influence our target at relevant and important connection moments. A strategic deep-dive produced a full communication strategy including online media, OOH and television. Media-wise, short lead-time meant standard inventory was limited. No problem! Oōtem leveraged their unique relationship with Publisher/Partners to score several one-of-a-kind placements and promotions for the brand. Social media, content integration, custom partnership opportunities with key partners in the online gaming space along with targeted digital out-of-home and cable television placements, would provide validation and generate excitement for the launch. Creatively, it was important to develop video and rich media units to highlight product awesomeness.
Connection Opportunities:
Media
Media partnerships focused on both gaming, entertainment, and lifestyle sites to go beyond the serious gamer and capture the attention of the casual gamer, and the technology-engaged consumer who is always on the lookout for new toys. OOH included recommendations in multiple locations, and television planning reached 71% of target audience.
Sites included in the online plan were: 1Up, Audience Science, BrightRoll, Future, Gametrailer, gWallet, Pulse 360, Gamespot, Digg, Wild Fire, Ask Men/IGN. Major coup for OnLive included a first-ever brand integration with any IGN Property’s Facebook page.
Creative
Oōtem developed two distinct campaigns for launch, as well as a rich media expandable banner to deliver content directly to the consumer.
Concept 1: Targets gadget enthusiasts who want to experience and share the latest entertainment and lifestyle technologies
Concept 2: Leverages positive reviews from well-known gaming publications and journalists to entice our ‘technology engaged’ consumers to enjoy the excitement – and social currency – of discovering OnLive
Expandable: Serves it all up to the consumer. Video feature promotes latest television ad, overview highlights unique benefits, while a carousel features new and popular game titles
Quantifiable Results:
Media
- Reached 71% of core target, at a 16x frequency
- Drove 380% more traffic than expected
- 218% higher registration volume than expected
Creative
- Rich media interaction rates surpassed estimates by 461%, with average interaction rates surpassing one minute