case study: gamefly
Brand : 
Product : 
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 a 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.
