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RockBand for PSP

Campaign Case Study

Objectives:
Quattro Wireless partnered with Deutsch to create a rich media mobile campaign for the launch of Rock Band on PlayStation Portable (PSP).The campaign centered on reaching the mobile consumer with relevant ads based on an understanding of key sites that the target audience would be visiting on the mobile web. A mobile campaign component was a natural fit to be integrated into the overarching channel strategy for the game’s launch given the similarities shared by the mobile gaming audience and the mobile web audience.

Strategy:
The mobile campaign was a critical component to engage the target when and where they choose to consume media. All targeting efforts were mindful of differing device types and their individual capabilities so every rich media experience would render properly and ensure a seamless consumer experience.
The campaign also included two components to allow the consumer to engage beyond the microsite; technology was embedded to allow the consumer to send the site to a friend and to click to Amazon.com, where they could purchase the game directly. These components turned the mobile device into the vehicle for engagement as well as ambassadorship and purchase.
 
Program:
The mobile campaign was executed in conjunction with additional launch tactics to ensure full cross channel integration. Microsite components included: rich media in the form of video and photo galleries, game overviews with graphics illustrating game play, send-to-a-friend to enable viral sharing of content to turn our audience into ambassadors for the Rock Band brand, and deep links into key retailers to provide the consumer with a seamless experience from ad to site to purchase.
 


 

 

 

 

 

 

 

 

 

 

 

 

 

Results:
The campaign tactics in the mobile channel generated significant target interaction as demonstrated by the tremendous success against key campaign benchmarks. Rock Band mobile campaign metrics included:

  • Nearly 100,000 mobile users engaged with the Rock Band brand
  • Deep consumer engagement with the rich media gallery
  • High click through rate to the Amazon page