Konami Digital, Case study Enter the Game by Havas Sports & Entertainment Sao Paulo

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Enter the Game

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Industry Video Games/Consoles, Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile, Case study
Market Brazil
Agency Havas Sports & Entertainment Sao Paulo
Released April 2012

Awards

Cannes Lions 2013
Promo and Activation Lions Product & Service; Durable Goods Gold
Cyber Lions Other Digital Solutions; Other Digital Channels Silver

Credits & Description

Agencia: Havas Sports& Entertainment
Anunciante: Konami
Producto: PES 2013
Marca: Konami
Sector: Entretenimiento/vieojuegos
Contacto del cliente: Sr. Suzuki, Sonia Aparicio
Director General Creativo: José Antonio Nogales
Redactor: Julio Álvarez
Director de Arte: César García
Equipo creativo: José Luis Pérez, Luis Gutiérrez
Director de servicios al cliente: Teodoro Andrade
Equipo de Producción: Joaquín García-Morato, Adrián Chinchilla, Ruth Meyniel.
Programación: César Duque.
Productora video: Sopa de Toro
Realizador: Miguel Martí Campoy
Realización/edición: Jorge Gil
Productora evento: Naturack
Productor ejecutivo: Raúl Arias
Pieza: Case Study
Título: 'Enter the Game'
Promotion Development
To demonstrate the realism of ‘PES 2013’ we wanted our users to live an experience for themselves and interact with the product.
We came up with an insight that could get to the heart of our target. We realised players all over the world share exactly the same dream: they want to feel that they are part of their favourite team. So what if they could actually become one of the players inside their favourite videogame?
We created ‘Enter the Game’, the first campaign ever to convert a videogame fan into the protagonist of their favourite game by becoming one of the players in it.

Results

We generated more than 100 million impacts worldwide, turning ‘Enter the Game’ into one of the most talked-about news items on social networks, videogames blogs, in technology and press news, as well as on several TV news programmes in Spain and Latin America.
We made the product itself the hub of our campaign, making our 9 million online users interact with our campaign daily.
We achieved 3.2 million euros in Earned Media, and achieved a differential communication from our direct competitor, FIFA 2013, by using the product as our medium instead of using conventional communication channels.

Relevancy to Product/Service

Through a wager on innovation, we enhanced the videogame to allow users to become involved in a ground-breaking way. We offered a fan the opportunity of really becoming an active part of the videogame in a way never done before. As a result, today more than 9 million users no longer dream about being like their idols, but about actually playing alongside them as the winner of ‘Enter the Game’ did. We demonstrated the realism of ‘PES 2013’ and created engagement with our target, bringing them a campaign based on their true interests and dreams.