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REPOSITIONING A BRAND TO A MASS AUDIENCE

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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.

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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.

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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
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