A League of Their Pwn
Branded Content + Social Media Campaign
- 520,000 + Video Views
- 11 MM + Impressions
- 100,000 + New Facebook Fans
Challenge
Sales of PC gaming hardware were waning, not due to a drop-off in gaming, but because gamers have migrated toward playing on consoles and hand-held devices. An increasing number of core gamers were turning to "casuals," and as a result, spending less time with robust PC games. Alienware needed a campaign to reignite excitement around PC gaming, position their hardware as the best choice for an optimal gaming experience and grow their community.
Solution
Throwing around a little smack talk is a talent that gamers prize almost as much as their in-game skills. We decided to entertain them during their nongaming time by developing "A League of Their Pwn," a mockumentary web series about the fictitious rivalry between two core gamers. Joe, our protagonist, is a former gaming champion who once had it all, but lost his edge and saw his life fall apart after spending too much time casual gaming with his live-in girlfriend. His arch nemesis, Zach, has gone on to achieve gaming glory, creating his own line of gaming gear while relentlessly rubbing his success in Joe's face. Over the course of five episodes, we delivered Joe’s comeback story to Alienware fans on Facebook, and used YouTube to distribute the videos and drive awareness around this fun campaign.
Results
Success, in a big way! We crushed our overall KPIs (key performance indicators), with over half a million views and 11 million Facebook impressions (exceeding client targets by 265% and 1130% respectively). But the most satisfying victory comes from the enjoyment Alienware fans got out of the series, which is evident throughout the comment likes and community growth. "A League of Their Pwn" received more than 3.6 million impressions on Facebook alone and helped add over 100,000 new fans to increase the Alienware community by over 50% percent.
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