Gamefly

Client : Gamefly

URL : View Project

case study: gamefly

Brand :

Product : blank

Category : Video Gaming

 

background:

Created in 2002, Gamefly initially used humor and pro basketball player, Blake  Griffin, to communicate the DVD based gaming subscription service. In 2013,  Gamefly approached our team to create DRTV specific campaign to leverage  DRTV media rates. 6 years later, Gamefly has evolved and continue its  commitment
to BRTV.

objective:

Develop a BRTV spot that builds on the humorous approach to Gamefly’s brand  while still, 6 years later,
drives consumers to Gamefly.com to start a free trial.

target:

Male pre-teens/teens, 12-18  Male young adults, 19-24

challenges:

Create immediate brand recognition and drive gamers to the web to start their  free trial. Due to the target
demographics, side-by-side campaigns were  needed to address the differences between under and over
18 year  programming, requiring filming of both adult-oriented and family friendly spots.

solution:

Given that most gamers are aware of Gamefly, we developed new, fun, yet  ridiculous stories around the
Gamefly experience. Simultaneously, creating a  cinematic campaign mirrored the cinematic maturity and fantasy inherent in the  current video gaming environment.

offer:

Drive consumers to web for a free 30-day trial.

results:

  • Launched the Gamefly, The Good, The Bad, & The Gamer campaign with an  aggressive Q4 DRTV campaign in
    preparation for the holiday season.  Subsequently, maintained aggressive campaign on ESPN and Kids networks  through entire year.
  • 6 years later, Gamefly has abandoned their general rate marketing (as of 2015) in  favor of true Brand Response
    which serves both general rate recall and  awareness building plus drives consumers to their website for direct conversions.

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Does Your Product Have What It Takes for DRTV Success?