GAMES WEEK: VIDEO GAMES TAKE OVER MILAN by Burson-Marsteller for AESVI

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GAMES WEEK: VIDEO GAMES TAKE OVER MILAN

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Italy
Agency Burson-Marsteller
Released October 2012

Credits & Description

Category: Technology and Manufacturing
Advertiser: AESVI (ENTERTAINMENT SOFTWARE PUBLISHERS ASSOCIATION)
Product/Service: AESVI - GAMES WEEK
Agency: BURSON MARSTELLER
Managing Director: Gianfranco Mazzone (Burson-Marsteller)
Senior Associate: Cinzia Trezzi (Burson-Marsteller)
Associate: Roberta Recchia (Burson-Marsteller)
Associate: Teresa Munaò (Burson-Marsteller)
Media placement: Event - Libero (National Italian Daily) - 2012 10 01
Media placement: Event - ViviMilano (Lifestyle Supplement To A National Daily) - 2012 11 02
Media placement: Event - Sette (Lifestyle Supplement To A National Daily) - 2012 11 03
Media placement: Event - La Repubblica (National Italian Daily) - 2012 11 03
Media placement: Event - Il Giornale (National Italian Daily) - 2012 11 03
Media placement: Event - Corriere Della Sera (National Italian Daily) - 2012 11 03
Media placement: Event - Gazzetta Dello Sport (National Italian Daily) - 2012 11 03
Media placement: Event - SportWeek (Sport Supplement To A National Daily) - 2012 11 05
Media placement: Event - TG 5 (National TV) - 2012 11 05
Media placement: Event - TG 3 (National TV) - 2012 11 05

Summary of the Campaign
We developed the concept 'Games Week: video games take over Milan' to help AESVI (Entertainment Software Publishers Association) highlight the key role of video games in daily life: They're not only for entertainment, but are also cultural and social tools that involve citizens of all ages. To involve all Milan's citizens we created a disruptive event in the city to stress the great value of video games within the community and, to support the event in the months before, developed a series of innovative PR initiatives and a wide range of activities around the city - artistic installations, guerrilla activities and local events: all inspired by video game imagery. The overall campaign, including the tradeshow, the collateral initiatives and the communication activities enhanced the visibility of AESVI and fostered growth in the industry by positioning video games as key elements with a cultural, social and economic impact within the community. Results included: more than 400 articles, reaching an audience of more than 10m readers/viewers/listeners; 350 journalists and bloggers and more than 32,000 visitors attending the event; 100,000 visitors to the dedicated website; and 10,000 fans to Games Week Fan Page.

The Situation
We have been in charge of AESVI’s communication for 8 years and it is committed to helping AESVI highlight the positive role of video games contributing to the industry’s success. In particular, last year it was necessary to support growth in the video game industry in a difficult, stagnant economy.

The Goal
We aimed at highlighting the multifaceted nature of video games playing a key role in society, with a more effective approach involving users – from families to professionals, media, blogosphere and the social world. AESVI’s priority was to underline the importance of video games by stressing their meaningful cultural, artistic, social and economic impact. Furthermore, it was necessary to support growth in the video game industry with an event, where consumers had the opportunity to buy the latest technologies, while also leveraging the upcoming Christmas season.

The Strategy
We suggested the concept 'Games Week: video games take over Milan' an integrated campaign to underline the key role of video games in daily life. We developed a 3-day tradeshow to involve all Milan citizens and a series of PR activities and events taking place in the months before the event, in order to entice people to attend. We led the creation of artistic installations, guerrilla and local activities, all inspired by video game imagery, and involved the media with a flow of communication, addressed specifically to the print/online/broadcast media, blogosphere and social world with ad hoc content.

Execution
Before the tradeshow we developed experiential activities in Milan: Tetris-shaped LEDs along the channels; bright Pac-Man characters all over the city; giant balloons of 'Space Invaders' in the skies of the main squares.

During the tradeshow, families, teenagers, adults, developers and professionals could experience the best of the gaming ecosystem with 30 exhibitors and 120 showcased products by leading players. We coordinated the overall entertainment offerings of all the exhibitors and developed thematic paths to address different targets, spanning from geeks to trendy girls, including meeting with developers and VIPs, gaming tournaments, and cosplayers’ parades. To raise interest in the project before, during and after the tradeshow, we developed a flow of communication, including a survey focusing on Italians’ most loved video games, press angles to pitch different media targets, interviews with the main Italian dailies and radios, 15 press releases and a conference to announce the final plan.

Documented Results
We were able to create the first event completely dedicated to the video game world in Italy and turned Milan into the capital of video games. The overall campaign, including the tradeshow, the collateral events, initiatives and the communication activities enhanced the visibility of AESVI and fostered growth in the industry by positioning video games as key elements with a cultural, social and economic impact within the comunity.

Other results included:
- More than 400 articles including 30 TV and Web TV broadcasts, 25 radio broadcasts, 46 dedicated articles on the main Italian newspapers and 40 interviews: reaching an audience of more than 10m readers/viewers/listeners;
- About 350 journalists and bloggers attended the event;
- More than 32,000 visitors attended the event;
- 100,000 users visited the website, www.gamesweek.it, and 10,000 fans 'liked' the Games Week Facebook Fan Page.