Summit Creative Awards

Online Advertising and Marketing

ON 1. Online Campaign (2-4 items)

Campaign: OnLive Game System Launch

Background: OnLive is the industry leader in cloud-based gaming solutions. In November 2010, OnLive launched one of the industry’s most innovative new gaming services, instantly delivering premium titles over broadband Internet to consumers’ living room televisions via the OnLive Gaming System. The service was further supported by extended and convenient play and watch opportunities on most PCs and Macs.

OnLive partnered with Oōtem to develop a comprehensive media plan and creative for the launch.

Target Audience:

Primary: Technology Engaged/Enthusiastic Gamers

• A25-35 (bulls-eye) with a halo up to 44

• 80%M/20F%

• Culture Enthusiasts

• Leaders of their social circle

• 85%M/ 15%F

• Heavy internet consumption

• Single, Have cell phone only

• Enjoy going out at night, crave excitement

• Status Seekers

• Techno-Splorers

• Drive qualified traffic to the site to engage with brand

• Extend reach and drive brand awareness among casual gamers

• Increase registrations for the service

• Encourage purchase

• Time of year: the campaign launched in Q4, the most competitive time for the gaming industry

• Timing:  Oōtem had only 3 weeks to develop a media and creative campaign to go live

• Awareness of the brand, and understanding of the product was limited

• Quality registrants:  Oōtem was challenged to find quality over quantity, but needed to deliver quantity

• Creative mix:  Research told us we needed to ensure we touched the consumer with multiple media vehicles

• From the research we know the core consumer (gamer) has a higher than average site visit ratios than the average consumer

• Therefore, the thought of giving the consumer different messages after they have been exposed at regular intervals meant we would engage the consumer via different proof points

• The first-ever brand integration with any IGN Property’s Facebook page*

• Partnered with AskMen to work together to create short and long form videos

• Activated against a Social Networking plan which included 12 different properties-from big to super niche

• Reached 71% of core target, at a 16x frequency

• Drove 380% more traffic than expected

• 218% higher registration volume than expected

• Rich media interaction rates surpassed estimates by 461%, with average interaction rates

Secondary: Casual Gamers

Objectives:

Challenges:

Methodology:

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

Strategy behind the development of creative had to take into consideration that November and December were popular advertising months for the gaming industry. The creative needed to cut through the clutter, and explain a never-seen-before product to an audience of 14-24 year old male gamers.  How did we catch the eye of this easily distracted group?

Display: Oōtem used sequential messaging to engage the consumer

Concept 1: Targets gadget enthusiasts who want to experience and share the latest entertainment and lifestyle technologies

Embed media creative

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

Embed media creative

Expandable: Bring the best of the brand experience into the banner. Video feature promotes latest television ad, overview highlights unique benefits, while a carousel features new and popular game titles. after all the target consumer was not crossing his fingers on Gamespot hoping to see an ad about a cloud based gaming console; so our thoughts were to interact with the consumer in self-selected environments

EMBED RICH MEDIA CREATIVE

In addition, Oōtem worked with AskMen to create unique video clips demonstrating the brand values.  Oōtem was responsible for the strategy, direction and overall concept of the video pieces.

EMBED ASKMEN VIDEO

Results:

Oōtem leveraged their unique relationship with Publisher/Partners to score several one-of-a-kind opportunities* and promotions for the brand. Social media, content integration, custom partnership opportunities with key players 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.

Media partnerships focused on 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. 

Major coups for the campaign included:

The digital media plan surpassed all KPI metrics, in many cases significantly:

Creative Results