REPOSITIONING A BRAND TO A MASS AUDIENCE
THE CHALLENGE
RTS games like Tom Clancy’s EndWar tend to appeal to a highly niche, hardcore consumer base and narrow demographic range. With a desire to sell move units and increase new user acquisition, we needed to find a way to open it up to the masses and appeal to an entirely new audience for this genre of gaming.
THE SOLUTION
We devised a plan to create a series of ongoing videos that would speak to a wider audience, focus on easy-to-play gaming features, and shift focus from the “end of the world” theme with specific videos that are designed to target a wider base.
THE RESULTS
- Received Free Media Placements for our Ads
- Awarded “Best Viral Video”
- 7 Figure Hit Counts
- Free Media Buys (Due to User Requests)
- Golden Trailer Award “Best Video Game TV Spot.”
- Increased General Audience Definite Interest.
- Repositioned Brand’s Image
- Large Demand Created Sequel Sign-Off
