The document outlines an advertising campaign plan to promote the Alienware Alpha gaming console. The objectives are to establish the new form factor for PC gaming in the living room, reassure customers of its quality, and grow Alienware's market share among PC and console gamers. The campaign will use banners, videos, and influencers on gaming sites and YouTube to reach the target audience before, during, and after launch. Results will be measured in terms of audience reach, advocacy, reviews, social engagement, and converts from other platforms.
No Advance 8868886958 Chandigarh Call Girls , Indian Call Girls For Full Nigh...
Game Industry Advertising - Alienware alpha console launch pitch - Ben Rosie
1.
2. “Alienware Alpha a powerful,
flexible system designed to offer
performance, an open flexible
PC gaming system with the ease
and accessibility of a console”
3. The Brief
• Campaign Objectives
• Show off and establish the new form factor and
opportunity to have a true living room experience
• Convince the core audience that it’s a genuine Alienware
experience;
• Reassure people that product is based on quality and
reliability
• Grow Alienware market share by converting existing
Alienware/PC Gaming fans as well as converting console
players
• Engage with key gaming personalities (YouTube streamers
etc) where we use influencers to drive the message
4. The Ad Campaign Process
• Research
• Planning
• Strategic Approach
• Campaign Execution
• Evaluate Results
5. Research
• How can Alienware reach the target PC gamer
demographic. The solution requires a focus on
UK eSports, PC hardware review sites, PC
gamer sites, YouTube PC gamer influencers
• General gaming publisher websites will reach
predominantly secondary targets Console
gamers
7. Plan schedule in brief
• Pre-Launch focus on game portal banners linking to pre-order page & generating
buzz from key social influencers on YouTube
• Launch focus on Key PC gaming portals, UK eSport gaming community websites
with site skins and banner ads, with weekly videos showing off the console
• Post Launch focus on conversion advertising key portals and community website
8. Strategy
• Reach the PC gaming enthusiast market the expanding
eSport advertising opportunity is a clear first option
• All eSports predominantly require PC hardware. A large
proportion have high end hardware systems that are
required for the games
• Create desire and drive brand affinity by providing
console for consumer and media first hand experience.
Include partnering with key influencers on YouTube for
esport, PC gaming within the LOL, DOTA2, Minecraft
and other high market volume gaming commentators
• Drive the perception that this is a new era in cross
console PC gaming experience
9. Expected CTR & CPM Market Insights
Heaven Media & Google Data
• CTR Display Banners
(0.21%) CPM $6
• CTR Site Skin or
PreRole Video (~1-
2%) CPM $20
• Conversion Rate
2.96% potential
Source Google
11. Spend
Engage early adopter YouTubers with following on the
eSport scene generate of new system
Pre-Launch: 40% CPM (1.3M)site banner ads, 20% CPA
(0.2M) site skin ads to push pre-orders, 60% (0.3M)
Azubu Preroll ads + (2x$3K influencers) YouTube
influencers to drive trusted message from customer
peers
Launch: 80% CPM (5.3M) site banner ads 20% CPA (0.4M)
site skin ads capture max. game portal voice
Post Launch: 90% (1.6M) site skins to drive conversions +
(2x4K influencers) YouTube / Azubu / Twitch channels.
Total Reach: 9.1M + Impressions from influencers TBC
12. XBOX Campaign Optional Extras
• XBOX advertising can reach enthusiast gamers, required $40K minimum budget
and $19-23 base CPM with a reach of 2M
• Create a YouTube channel dedicated to product launch that releases weekly
content on product features, capabilities, games, interest areas cost to be
confirmed
13. Results to measure
• Percentage of enthusiast segment secured and list of
notable mentions online
• Numbers of advocates built from consumer influencers
• Awards and favorable mentions on non paid for publishers
• Numbers in social channels tweets & impressions
• Coverage in national, local, business, consumer, enthusiast,
broadcast media
• Hardware review secured positive-neutral tone
• Engagement through social media, FaceBook followers pre
to post launch comparison
• Measure converts from PC, Xbox One, PS4, Nintendo Wii U
14. Images courtesy NASA
Alienware is a Dell brand
All rights to their respective
owners
Editor's Notes
Promote Alienware Alpha as a powerful, flexible system designed to offer performance, open nature of PC gaming with the ease and accessibility of consoles.
More power, largest game library 3000 titles, 500 controller compatible titles.
Primary objective how to reach the target audience on enthusiast PC gamers who play regularly.
Secondary objective how to reach the people aware of the Alienware brand and console owners who could be convinced to get the Alpha.
Lessons learned log
Heaven Media and online research is used to determine the market players, publishing distributors for the target audience and generate a strategy to reach the core demographic to spread the message.
Why? UK eSports targets the switched on enthusiast gaming segment, ESL would cover a broader range in Europe, MLG may be too broad as well, PC hardware review sites again target this niche, PC gamers are more niche than that of the general gaming community.
Although twitch is not purely a UK streaming video service it does benefit from greater engagement and a core male gaming community.
Dennis AKA Future Publishing should also be considered for the PC gamer market.
In2LOL targets league of legends. WOW call of duty sheer volume sales.
http://corp.ign.com/ads, http://www.futureplc.com/what-we-do/portfolios/games/, Edge-online, CVG, http://www.cbsinteractive.com/brands/games/, Gamespot, http://www.j2global.com/digital-media, IGN, http://www.imagine-publishing.co.uk/, Total PC gaming
Pre-Launch will be focusing on early adopters YouTubers, UK eSports Heaven and ESL UK & Ireland,
eSports market size millions active users
Harware review sites aim to convince transition to the new paradigm
The graph is representative of Xmas sales patterns and shows conversions are more probable during the end of November and December.
Azubu has a clearer focus on ads with high performing pro gamers therefore association to high performance and reaching key early adopter target demographic
