September 2006 Presented by: David Tokheim Real Life Success Story Atari + IGN.

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Presentation transcript:

September 2006 Presented by: David Tokheim Real Life Success Story Atari + IGN

TEST DRIVE UNLIMITED: STEPPING INTO HIGH GEAR Landscape The Challenge The Strategy The Execution The Results

THE LANDSCAPE Fragmented media consumption Gaming industry is going through console transition Hundreds of entertainment choices Gamers are savvy Pronounced “Gamer Buying Cycle”

THE TOOLS FOR THE JOB Network Toolkit Test Drive: Unlimited – FIM Network Components

Audience HOW CAN ATARI REACH GAMERS AND CREATE DEMAND? 1-to-1 Media Audience Advertising Public Relations 1-to-1 Media Blogs, Boards, Podcast, RSS Social Networks Audience Old Engagement Model: One-to-OneNew Engagement Model: Social Advertising Public Relations Engagement is achieved when individuals move from “response” mode to “actively” fostering a relationship. Concepts: Mediapost, 2006 COMMUNITY TOOLS

THE RACING GAME MARKET Racing gamers play other genres $484 million in 05 spent on racing titles Clear cut market leaders spending big bucks on broadcast 52.3% of the IGN.com audience play racing games (ranks #6) This is one tough market!!!

THE CHALLENGE: TEST DRIVE FRANCHISE Reigniting a franchise that hadn’t had a release in 4 years Saturated Racing Game Market Clearly communicating new technology and product features Need to drive deep engagement beyond traditional media placements

THE STRATEGY Differentiate Through Engagement Find the Influencers High Impact Launch

Sync With PR for Asset Release Trailer / Video Screenshots Vehicle Reveals (Brands) Making-Of Screenshots Editorial Calendar (Developer insights Hands-On, Preview, Review) Grass Roots PR & Promotions THE STRATEGY: INFLUENCE THE INFLUENCER

THE STRATEGY: DEEP ENGAGEMENT Deep Engagement Creates Word-of-Mouth Deployment of interactive user- generated content tools Users create their own trailers for Test Drive Unlimited using flash interface Users share content, and vote on entries as well as comment Winner becomes an official TDU trailer

THE STRATEGY: DEEP ENGAGEMENT Deployment of interactive user- generated content tools STEP 1: USER CHOOSES VIDEO FEEDS

STEP 2: ADD TEXT AND COLOR INSERT HOME PAGE BLITZ

STEP 3: CHOOSE YOUR MUSIC AND SFX

STEP 4: PREVIEW AND PUBLISH

THE STRATEGY: HIGH IMPACT LAUNCH IGN Homepage Roadblock Lead Up Media: Homepage Floodlight & Featured Units Homepage Runway Units Xbox360 Channel Runway IGN Homepage Spotlights Homepage Promotion Sweeps

PAGE VIEW RESULTS & FUELING WORD OF MOUTH #1 Racing game on IGN at launch Generated over 608K page views during launch week #3 Top game on IGN during launch week outpacing LEGO Star Wars, NBA 2K7, Halo 3 Madden NFL 07

SUMMARY Synched PR Efforts & Asset Distribution Deep Engagement with Interactive Content Trailer Premiere Targeted Launch Media Blitz #1 Racing game on IGN