Dell Promo, Case study ALIENWARE CLAN CHALLENGE by Mediacom Sydney

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Industry Online Game
Media Promo & PR, Case study
Market Australia
Agency Mediacom Sydney
Production TCO Filmes
Released February 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: DELL
Product/Service: ALIENWARE
Date of First Appearance: Mar 1 2010
Entrant Company: MEDIACOM, Sydney, AUSTRALIA
Entry URL:
Director, The Response Group: Roger Dunn (MediaCom)
Head of MediaCom Beyond Advertising: Gemma Newland (MediaCom)
Head of Implementation Planning & Investment Digital: Jonathan Betts (MediaCom)
Production Company: TCO (TCO)
Media placement: Gaming Server Sponsorship - Banners - 1 March 2010
Media placement: Digital Display - Engadget, Gizmodo, Kataku, Lifehacker, Cnet, Gamespot, Facebook, IGN, Atomic, PC - 1 March 2010
Media placement: Social - Gaming Blogs - 1 March 2010
Media placement: Event - Carriageworks Exhibition Hall In Sydney - 17 April 2010

Insights, Strategy & the Idea
DELL set us an ambitious business target to increase sales by 20% for their premium gaming machines, ALIENWARE.

We knew connecting with the notoriously difficult to reach gaming audience would need an integrated marketing solution that didn’t just passively reach them but truly engaged them with the ALIENWARE message.

Our extensive consumer research gave us two insights:

1. They play online games in “clans”.
2. They felt that their US and UK counterparts had much more opportunity to be involved with organised clan gaming tournaments.

Put simply, we needed to demonstrate that ALIENWARE cared as much about gaming as the gamers did with a campaign that put the product front and centre.

Our Big Idea:


The biggest, most innovative and credible gaming challenge that Australian gamers had ever seen.

Creative Execution
We set up free gaming servers using high spec Intel Dual-core machines. Every player joining the server was exposed to the ALIENWARE Clan Challenge message encouraging them to enter their clan into our ALIENWARE tournament. provided the hub where gamers registered, conversed and progressed through the online tournament. 60 teams were reduced through online qualifications, to the best 8, for the Sydney live final.

We also partnered with (the most important Call of Duty site) to run and promote our tournament.

We closed off the communication through targeted digital display, PR, Facebook ads and live tweets.

The live finals were held in Sydney and all the action from the day was streamed online with commentary from the Gamestah team.

We had cameras rolling on the day and created a short film of the event that was posted on YouTube and seeded via PR, media partners and gaming influencers.

Results and Effectiveness
Our advertising reached 1.4m unique users across our targeted game sites.

60 teams entered the online tournament with a total of 387 players.

PR exposure valued at $550,000.

The event’s YouTube video achieved 97,000 views, making it the most watched gaming film on YouTube over the campaign period.

Content generated over 30,000 discussion threads/comments on key gaming sites.

Unprompted brand awareness doubled from 2% to 4%.

ALIENWARE sales grew +40% on the previous quarter and by the final two weeks this had risen to +66%.

The campaign was so successful it is now being rolled out across the globe.