Young gamers dismissed Alienware as being ‘too expensive.’ We had to change the audience to casual gamers with a higher disposable income and show them what hardcore gamers already knew, that Alienware PC’s are the pinnacle of gaming.
The strategic platform “Let Alienware Transport You” spawned the event Area 52. We used actors, special effects, pyrotechnics and a theatrical storyline to demonstrate Alienware’s ability to transport you. We invited gamers, gaming journalists and gaming bloggers and included a content seeding and SEO strategy across more than 100 gaming websites.
The road show across Australia gave gamers hands on experience. With more than 688,000 views online sales increased by 24%, PR reached over 1 million gamers and brand awareness increased by 40%.
One Show Entertainment Merit (2012)
Shortlist Adnews Media Campaign of the Year (2012)
Shortlist MFA Awards - IT & Consumer Durables (2012)
Shortlist MFA Awards - Best Demonstration of Results (2012)
Shortlist Global Festival of Media – Best Entertainment Platform (2012)
Shortlist Global Festival of Media – Research Effectiveness (2012)
Shortlist Asian Festival of Media – Best Entertainment Platform (2012)
Shortlist Asian Festival of Media - Best use of Emerging Technology (2012)
Shortlist Asian Festival of Media - Best Event/Experiential (2012)
Shortlist AIMIA Awards - Best Entertainment (2012)
Shortlist Australian Marketing Institute Award for Excellence (2012)